7 P's Chay Kitli Walas of Ahmedabad

Som Lalit Institute of Management Studies Page 1

A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers)

in Ahmedabad with respect to 7 P’s of marketing.

In Partial Fulfillment Of Post Graduate Diploma in Management

Submitted By:

Mayank Sarode

Roll No. 17,

PGDM –Evening Batch -2010-2013

Som Lalit Institute of Management Studies

Guided By:

Dr. Shrikant Rakhe

Faculty – Consumer Behaviour & Advertising Management


SOM LALIT INSTITUTE OF MANAGEMENT STUDIES

St. Xavier’s Corner, University Road, Navrangpura, Ahmedabad-

380009.

Approved by AICTE


DECLARATION

I, Mayank Sarode, student of PGDM-Evening Batch-2010-2013,

Som Lalit Institute of Management Studies, hereby declare that the

Project titled, A Study of the growth pattern of “ Chay Kitli Walas”

(Tea Makers) in Ahmedabad with respect to 7 P’s of marketing, is an

original work and same has not been submitted to any other institute

for award of any degree. The feasible suggestions have been duly

incorporated in consultation of guide.

Date: 8th April, 2013 ______________________

Place: Ahmedabad Mayank Sarode

(Roll no. 17)


AUTHENTIFICATION CERTIFICATE

This is to certify that the Grand Project

On

A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers)

in Ahmedabad with respect to 7 P’s of marketing.

By

Mayank Sarode

To


is in requirement of the partial completion of PGDM Program

Date: 08/04/2013 ___________________

(Dr. Shrikant Rakhe)

Faculty-CBAM

PGDM (Evening)

SLIMS


ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the

right person at the right time. Success of a project is an outcome of

sincere efforts, channeled in the right direction, efficient supervision

and the most valuable professional guidance.

This project would not have been completed without the direct and

indirect help and guidance of such luminaries. They provide me with

the necessary recourses and atmosphere conductive for healthy

learning and training.

At the outset I would like to take this opportunity to gratefully

acknowledge the very kind and patient guidance I have received from

project guide Dr. Shrikant Rakhe. Without his critical evaluation and

suggestion at every stage of the project, this report could not have

reached its present form.


I would like to extend my gratitude towards, The Course Co-ordinator

of PGDM, Professor Rakesh Shastri, for his moral support required

for the realization of this project report.

Lastly, I would like to thank all those who have directly or indirectly

contributed to this project.


Table of Content

Sr. No Name of the Chapter Page Number

1 Abstract 7

2 Introduction 8

3 Literature Review 19

4 Rationale and Objective of Study 21

5 Research Methodology 23

Research Objectives and Goals 23

Research Objectives and Goals were 23

Research Design 24

Data Collection Method 26

Sampling Technique 27

Sampling Plan 27

Sample Population 27

Data Analysis 28

Conclusions 74

6 Limitation of Study 75

7 Further Scope of Study 75

8 Possible Contribution of Study 76

9 Recommendation and Suggestion 79

10 Bibliography 80

11 Appendix 81


Abstract

The Tea that is consumed by most of the people of India is also a major source of Income of

the for the ‘Chay Kitli Walas’ of Ahmedabad.

The ‘Chay Kitli Walas’ are a part of the unorganized sector and doing their business in

Ahmadabad. The market of the ‘Chay Kitli Walas' is highly fragmented and also the

customers are becoming more demanding and concerned regarding the quality of the product

being provided by the vendors of the unorganized sector.

In the present situation the ‘Chay Kitli Walas’ business is highly fragmented and requires a

study of the various factors responsible for the growth of the business in the Ahmedabad

city. Also Customer preference of a particular ‘Chay Kitli Walas’ is affected due to the lack

of proper cleanliness, lack of quality and variety of products and flavours.

This study being exploratory and descriptive in nature has focused on identifying the factors

related to the business of the ‘Chay Kitli Walas’ of Ahmedabad and found out certain factor

like the Quality, Vitality, Price of the Tea being served is important for sustaining and

growth of the ‘Chay Kitli Walas’ of Ahmedabad.

Also the various correlation of the factors taken under the consideration is explained in the

analysis and the conclusions based on the findings of the data analysis are done.


Introduction:

‘Strangely Enough the humanity has so far met in the Tea-cup. IT is the only Asiatic

Ceremonial that commands universal respect. The white man has scoffed at our religion and

our morals, but has accepted the brown beverage without hesitation.’Source: the Book Of Tea By

Okakaru-Kakuzo.

‘It is hygiene, for it enforces cleanliness; it is economics, for it shows comfort in simplicity

rather than in the complex and costly; it is moral geometry, in as much as it defines our sense

of proportion to the universe. It represents the true spirit of Eastern democracy by making all

its votaries aristocrats in taste.’ ’Source: the Book Of Tea By Okakaru-Kakuzo.

So rightly said by Okakaru-Kakuzo who was lover of religion and Tea and held Tea drinking

and the Tea Ceremony of Japan in high respect and also admired the true human spirit of

freedom and joy.

One good legacy that the Britishers left behind after the Independence of India to which no

body will object is the legacy of Tea.

Tea was an accidental discovery by the Englishman Major Robert Bruce in 1823 during his

visit to a Shingpo King and was offered Tea to drink.Source: http://teatourindia.com/tea-history.html

The drinking of tea not only became a social event for the upper classes, it altered the time

and manner in which they took tea. Afternoon Tea became the bridge between meals because

many wouldn't eat their evening meal until maybe 8pm. As such, Afternoon Tea became a

‘mini meal' in itself.

This was all well and good for the upper classes, but the working classes ran to a different

schedule and a different budget. Tea was still quite expensive at the time and the working

classes could not afford to waste it on anything other than necessities. A wearied factory

worker wouldn't arrive home until six in the evening, and when he did, he was famished!

Thus, in the industrial areas of the UK (northern England and southern Scotland), the

working classes evening meal evolved: high tea.

English High Tea usually involved a mug of tea, bread, vegetables, cheese and occasionally

meat. Variations on high tea could include the addition of pies, potatoes and crackers.

So while Afternoon Tea was largely a social event for their upper class counterparts, high tea

was a necessary meal in the eighteenth and nineteenth centuries. This traditional high tea still

exists for some parts of the North and Scotland. Source:http://www.afternoontea.co.uk/index.php?option=com_content&task=view&id=838&Itemid=36#.UUv_bBdTAqM


Thus the British High Tea which was a social gathering and part of the routine upper-class in

England, over a period of time has percolated to all the classes of society irrespective of class

and religion in India.

The High Tea has lost it’s purpose in today’s fast moving world. Though the purpose of

drinking the Tea more or less hovers around social gathering and enjoyment.

Problem Definition:

In the present situation the ‘Chay Kitli Wala’ business is highly fragmented and requires a

study of the various factors responsible for the growth of the business in the Ahmedabad

city. Also Customer preference of a particular ‘Chay Kitli Wala’ is affected due to the lack

of proper cleanliness, lack of quality and variety of products and flavours.


History of Tea

“Tea” is the integral part of Indian Tradition. “Tea” has a very wonderful history of it’s

discovery nearly 5000 years old. Tea is the most preferred drink among most of the Indians.

The “Tea” has a unique culture or “Teaism” evolved among various countries of the world.

Be it summer or bitter cold, Tea is there for young and the old. In India Tea is served as

cultural drink to the guest and also a part of routine consumption outside home.

India is the second largest producer of Tea in the world next to China.

“Approximately 950 million kilograms is produced by India. The Tea Industry in India is

about 19500 crore rupees and expected to grow at a compounded annual growth rate of 25 %

per annum to Rs 33000 crores till the year 2015 according to ASSOCHAM December 2011

report. Tea may also be called the national drink of India as 25 % of the global Tea produced

is consumed by India alone. According to the ASSOCHAM Secretary General D. S. Rawat,

90 percent of the Indian households are regular Tea drinkers and Tea is economic is price,

affordable and addictive in nature.” Source: Article dated 26th April 2012 Food Service India Edition, March-April 2012, Tea Time by Varun Jain.

The Japanese have their unique way of consuming Tea and so have the Chinese. The taste

and flavor of the Tea may be different, but the urge for Tea remains the same among the Tea

lover or consumers all over the world. The word Tea is derived from the ancient Chinese

dialect TChai, Cha or Tay used to describe the Tea Leaf. Many books have been written on

the process of growing and manufacturing Tea.

The Tea was accidentally discovered in 2737B.C. by Emperor Shen Nong who was a great

Chinese Scholar and Herbal Specialist. Source: http://www.chcp.org/tea.html, article on web by L.K.Yee.Shen

Nong while traveling to a distant place in China along with his troops felt thirsty. He ordered

his servants to bring some water. Shen Nong had laid very hygienic practices for eating food

and drinking beverages. As per the instructions the servants boiled the waters and served it to

the king and his companions. The Emporer found the water to have strong aromatic essence

and felt to find out the reason for the aromatic flavour and essence. The emperor felt

rejuvenated by the drink. This eventually led to the discovery of the Tea.

Till 300 A.D. Tea was consumed as the medicinal drink. After 300 AD Tea became a regular

drink for most of the Chinese.The Song and the Tang Dynasty made a significant

contribution towards making Tea a popular drink among the Chinese people. In 780 AD

during the Tang Dynasty a scholar named “LuYu” studied the process of planting,

processing, tasting and brewing of Tea and wrote a first authentic book on Tea called the

“Cha Ching” or “The Tea Classic”. Source: http://www.chcp.org/tea.html, article on web by L.K.Yee

Thus Tea drinking reached a high status in China. For the first time the art of drinking tea

was developed by the Chinese people.

The Song dynasty added further value to the Tea culture by encouraging various poems,

songs, paintings on Tea.


The Yuan and Qing dynasty further contributed to the Tea manufacturing and the existing

tradition by further simplifying the way of growing tea, processing tea and making tea more

flavored.

During the 900 AD the Chinese culture of Tea consumption spread to Japan in the form of

Japanese cultural tradition of Tea Ceremony called “Chanoyu”. The Tea tradition later spread

to Europe in the 1600 A.D. Tea was introduced to England during 1669 AD. Tea was

discovered in India during the British Rule in India. Source: http://www.2basnob.com/tea-history-timeline.html

“ The Tea plant’s scientific name is Camellia Sinensis and it is indigenous to China and parts

of India. The tea plant is an evergreen shrub that bears fragrant white, five-petal flowers. Tea

is plucked as young leaves and leaf buds from the tea plant when young. Two main varieties

of Tea are found and cultivated Camellia Sinensis Sinensis, a Chinese plant with small

leaves, and Camellia Sinensis Assamica, an Indian plant with large leaves. Hybrids of these

two varieties are also cultivated. The “herbal tea” as it is known is technically a mixture of

flowers, fruit, herbs and spices.”

“Today more than 1500 varieties of Tea are available and cultivated in more than 25

countries of the world.” Source: http://www.chcp.org/tea.html, article on web by L.K.Yee


The Current Scenario:

India is a large country and so is the demand of the country people for food consumption.

The food consumption pattern of the Indian population is about to increase to 12,430 billion

INR by 2013. And what people of India require is more quality food that is nutritious and

well processed.

The F & B industry can be divided into three categories as follows:

1) Agricultural & Horticultural Produce

Fruits, nuts, grains, milk, meats, poultry, fish, seafood, herbs and other crops

2) Processed foods and beverages

Packaged Staples, alcoholic beverages, dairy products, baked goods, non alcoholic

beverages like juices, cola and other health drinks) tea, coffee, confectionary

3) Food and beverage Retail

It consists of both organized and unorganized sector where in the unorganized sector

dominates with 84 % of market share.

The unorganized sector consist of a large number of vendors in the form of dhabas, street

stalls, halwais (sweet shops), road side vendors and food carts.

The F & B service provides direct and indirect employment to a large Indian population.

There are approximately 5 million workers in the F & b service Industry in addition to 10

million street vendors in India.

The F & B food service industry currently contributes 11.91 billion INR tax revenue to the

government of India and has a potential to grow at 41.69 billion INR. The food industry is

bound to increase by 5-6% per annum with a total revenue upto 464.9 billion INR.

Only 16 % of the F & B food service industry is organized which is about 108.11 billion INR

in India. The growth is at a 25% compound annual rate. The major contributor being the

unorganized sector amounts upto 248.5 billion INR lacks in the technical skills, a proper

structured supply system and proper accounting standards. Source: Athena Infonomics India Pvt. Ltd.

Scenario in Ahmedabad District:

According to Dr. Suhas Kulkarni Medical Health Officer Ahmedabad Municipal

Corporation, Central Government of India had implemented the Food Safety and Standard

Act in August 2011due to which the AMC was suppose to register all the food vendors

including the organized and the unorganized vendor in the city. According to Dr. Suhas

Kulkarni due to the Prevention Of Food Adulteration Act,7000 Vendors were registered in

Ahmedabad. Under FSSA, 35000 such vendors are to be registered. Till date only 4000

vendors have been registered by the AMC.Source:http://www.dnaindia.com/ahmedabad/report-few-vendors-

in-ahmedabad-want-fssa-licences-1714073


Vendors incomes support a complex network within the urban value chain. Customers are

mostly households or other small businesses, but vendors also act as outlets for larger

concerns eg: shops and wholesalers. Most depend on passing trade, which means they cannot

easily move to other locations. Markets are very specialist in their offer, forming different

nodes in the supply chain.The overall value of street vending to the urban economy is

significant, although difficult to calculate because of uncertainties in income data and

numbers of street vendors. However, the research estimated that the 3,500 vendors in 1,400

businesses operating in Bhadra at the time of the survey produced an annual turnover of

around Rs. 95 crore or US$19million (Jajoo 2011). The overall value of street vending to the

urban economy is likely to be much larger. Source: Working Paper 2 Law, Rights and Regulation in Informal

Economy, July 2012.

This also points towards the underlying possible business potential of unorganized business

in Ahmedabad including the “Chay Kitli Walas” .

Definition of Vendor:

According to the National Policy on Urban Street Vendors, 2009,“A vendor is the person

who offers goods or services for sale to the public in a street without having a permanent

built up structure.” There are three basic categories of street vendors: (a) stationary; (b)

peripatetic and (c) mobile. Stationary vendors are those who carry out vending on a regular

basis at a specific location, e.g. those occupying space on the pavements or other public

places and/or private areas either open/covered (with implicit or explicit consent) of the

authorities. Peripatetic vendors are those who carry out vending on foot and sell their goods

and services and include those who carry baskets on their head/slung on their shoulders and

those who sell their goods and pushcarts. Mobile street vendors are those who move from

place to place vending their goods or services on bicycle or mobile units on wheels, whether

motorized or not. They also include vendors selling their wares in moving buses, local trains

etc.

The “Urban Street Vendor” broadly covers all the vendors including the “Chay Kitli Walas”

carrying out their business in the Urban Areas.

In this policy, the term “Urban Street Vendor” incorporates all other local/regional specific

terms used to describe them, such as Hawkers, Pheriwallas, Rehri-Patri wallas, Foothpath

Dukandars, Sidewalk traders, etc. Source: National Policy on Urban Street Vendors, 2009. Government of India,

Minsitry of Housing & Urban Poverty Alleviation. The definition of Vendor clearly specifies that the

“Chay Kitli Walas” are a legitimate part of the organized retail business and contribute

positively towards the economic growth of the country at a micro level.

Hence Government of India has made certain rules and regulations for the authorized sell of

the products by these micro-entrepreneurs through various local and state government level

Agencies or corporations.


The Current Players:

There are not many tea bars in India currently that fit this bill, but those which do include

names like Passion – My Cup of Tea in Delhi; Tapri in Jaipur; Infinitea,Chaipatty, and Chai

Point in Bangalore; the Tea Junction in Kolkata; Tea Pot in Cochin; Tea Centre in Mumbai;

and, the Cha Bar chain run by the Kolkata-based Oxford Book Store at its master book shops

all over the country. Apart from these, there are many lesser-known regional players. At the

national level, the modern phenomenon of tea bars is mostly confined to a handful of players

in metros such as Mumbai, Delhi, Bangalore, Chennai, and Kolkata. Says Parag Desai,

Executive Director, Sales and Marketing, Wagh Bakri Tea Group: “There are not many tea

bars in the country at present. Many open up now and then, but most do not have proper

resources and shut down soon. The kind of passion entrepreneurs should have towards

running a tea bar is missing and that is actually the reason why we don’t see a lot of them

coming up in India.” Source: Food Service India Edition, March-April 2012

The well known player in the Ahmedabad city is the ‘Lucky Tea Stall’ located near the ‘Sidi

Saiyed Ni Jali’, Lal Darwaja Area.

The ‘Lucky Tea Stall’ delivers excellent service and value to it’s customers. Even famous

world reknowned painter like Maqbul Fida Hussain was fond of the Tea served at the Lucky

Tea Stall and most of the time he never missed to spend his time at the Lucky Tea Stall

whenever he visited in Ahmedabad.

Maqbul Fida Hussain had his ancestors buried in the grave yard of Saraspur and thus knew

regarding the ‘Lucky Tea Stall’ of Ahmedabad. Maqbul Fida Hussain as a token of respect

gifted a painting to the owner of the ‘Lucky Tea Stall.

The painting depicts a scene from the Arabian Nights. There are two camels and a castle-like

construction in the foreground, and a desert in the backdrop. “The painting reminds of an

oasis in the desert. I think Husain must have found Lucky Tea Stall like an oasis of peace.”source: http://www.dnaindia.com/india/report_he-went-fida-over-tea-the-tea-stall-got-lucky_1553242

If Maqbul Fida Hussain would not have got the perceived value of tranquility and peace like

that of a king sitting in his palace while being in the busiest place of the city like Lal

Darwaja during his visit at the ‘Lucky Tea Stall’ the painting given by him might had been

something different than what it is.

This shows that how creation of value through the product, place, people, infact from all the

7p’s of marketing makes an ordinary business, an extraordinary one with respect to its

competitors.


The Seven P’s of Marketing:

The seven P’s of marketing are very important from the point of view of business. The

success of any business especially at a micro level critically depends upon the proper

management of the 7 P’s of marketing.

The seven P’s of Marketing as per Philips Kotler are as follows:

1) Product

The ‘Chay’ is a product which generally everybody likes to have any time of the day.

There may be different time at which people like to have Tea. But the common

feeling and value derived is of social gathering and satisfaction.

There are more than 40 to 45 varities of Tea being served at some of the Tea

Lounges in India. This shows that increasing the number of offerings and innovation

is necessary for the ‘Chay Kitli Walas’ of Ahmedabad.

The importance of having variety of products is evident from this statement, “We

wanted to do tea and not coffee because the potential lying under ‘thadi’ [local tea

stall] has still not been recognized in India. We were totally fixated on opening up a

‘chai ki dukaan’ and were sure of setting up a new trend – in this I think we have

succeeded,” says Bohra of Tapri which sells 40 types of tea in Jaipur and is planning

to open a second outlet in few months. Source: Article dated 26th April 2012 Food Service India

Edition, March-April 2012, Tea Time by Varun Jain.

2) Price

The price of a cup of Tea depends on the quantity served. For a half cup of Tea

approximately 30 ml to 50 ml Rs. 6 per cup is charged. For a full cup of Tea

approximately 60 to 90 ml Rs. 12 per cup is charged.

3) Place

The place is of utmost importance in this business. Generally the ‘Chay Kitli’ near the

corporate offices, colleges and the places where is there is more foot fall are earning

more than those at distant and lonely places.

The major vending areas of Ahmedabad are Bhadra, Delhi Darwaja, Kankaria Lake,

Jamalpur Market, Parasnagar Market and Khodiyarnagar.Source: Working Paper 2 Law, Rights

and Regulation in Informal Economy, July 2012. Apart from this the ‘Chay Kitli Walas’ are

found equally among all the areas of Ahmedabad irrespective of the earning capacity

or density of the population. So it becomes easy for research.


4) Promotion

The promotion in this business is generally word of mouth based. No ‘Chay Kitli

Wala’ of Ahmedabad is engaged in the promotion of his/her business due to high cost

of investment. Also the product is so generic that it does not require any sort of

promotion but yet if efforts are made by the ‘Chay Kitli Walas’ to promote

themselves then it may be possible for them to increase the footfall at their particular

Tea Stall.

5) People

Ahmedabad is the seventh largest metropolis in India, and the largest of the State of

Gujarat, with an estimated population of 6.35 million in 2011 and an urban area of

over 450 sq km. Gujarat is the second most industrialized, fourth richest and third

most urbanized state of India. Central Ahmedabad, administered by Ahmedabad

Municipal Corporation (AMC), had a population of 5.5m in 2010. Greater

Ahmedabad includes the new state capital of Gandhinagar, and the AhmedabadUrban

Development Authority (AUDA) areas. Ahmedabad is an industrial heartland

specializing in chemicals, textiles, drugs and pharmaceuticals, with major investment

in urban projects such as the Sabarmati Riverfront, the Bus Rapid Transit System

(BRTS), and the Gujarat International Finance Tech City (GIFT) Source: Working Paper 2

Law, Rights and Regulation in Informal Economy, July 2012.

The demographics of Ahmedabad is constantly increasing and so is the importance of

the microentrepreneurs like the ‘Chay Kitli Walas’ who are an important component

of the urban retail trade of Ahmedabad.

6) Process

The process of making Tea and serving is very conventional and there is need of

technology to take part in the development of the business of the ‘Chay Kitli Wala’ of

Ahmedabad.

7) Physical Evidence

The packaging /physical evidence is very raw and needs to be given a professional

look so as to please the customers at the ‘Chay Kitli’


The Format of Indian F & B Service Outlets

The table below represents the various formats of retail used by the both unorganized and

organized sector. It is very clear from the above information that the 7 p’s of marketing are

well addressed in the organized retail as compared to the unorganized retail. Yet

Unorganized retail leads the 84 % of the market. This shows how much scope of business

potential is there in the both the organized and unorganized retail.

Indian F & B Food Service Formats

Unorganised Sector (84%) Organised Sector (16%)

Type Description Examples Dhabas: Often referred to as

rural India’s fast food joints,

these are located street side, at

truck stops, and along

highways. Typical fare

includes spicy Indian food

and snacks, lassi, and chai.

Characterised by tandoors (pit

oven) and chaarpais (cots),

dhabas offer the authentic,

raw Indian experience.

Full Service Restaurants

Fine Dining: Offer finest in food,

service, and ambience; high

priced; staff highly trained;

usually located in luxury hotels in

metropolitan cities

Taj Hotels, The Leela Hotels, Oberoi

Hotels, Sheraton Hotels

Casual: Offer moderately priced

food, casual

atmosphere, quick table service;

some also provide takeaway and

home delivery

SaravanaBhavan, T.G.I. Friday's,

Punjab Grill, Zambar,FresCo, Asia 7,

Street Foods of India, Baker's

Street,Chili’s, Great Kabab Factory,

California Pizza Kitchen,Hard Rock

Cafés, Sbarro, Yellow Chilli,

SpaghettiKitchen, Noodle Bar,

Bombay Blue, Copper Chimney

Halwais: Confectioners and

sweet-makers found mainly in

north India. The name is

derived from the word halwa,

a popular sweet made of

flour, ghee, sugar, almonds,

and raisins. Typical fare

includes mithai (sweets) like

laddus and burfi and savoury

snacks like samosas and

pakoras.

Quick Service Restaurants

Also called fast food joints; serve

processed foods fast at low prices;

typical menu items include

burgers,pizza, milkshakes, French

fries; minimal table service;also

provide takeaway and home

delivery

McDonald’s, Nirula’s, Taco Bell,

KFC, KaatiZone, Pizza Hut,

Domino’s, Haldirams, Papa John’s,

Subway,Quiznos, Café Darshini,

South Thindies, Rasna’s Devil’s

Workshop, Bikanervala, Wimpy,

Adiga, Faaso’s

Outlets serving range of coffee

and other hot and cold drinks,

quick bites such as pastries and

sandwiches,drinks, quick bites

such as pastries and

sandwiches,and breakfast

Café Coffee Day, Barista, Costa

Café, Starbucks,Brahmin’s Coffee

Bar, Gloria Jean’s, Coffee Bean and

Tea Leaf, Dessert Café, Chai Point,

Au Bon Pain, Le Pain Quotidien,

Cinnabon, Dunkin’ Donuts

Food carts and trolleys: These are stand-alone units

run by individuals and

typically sell street food and

snacks such as grilled corn,

boiled or roasted peanuts,

Bars and Lounges

Casual or upscale establishments

serving alcoholic beverages and

food

Mai Tai, Shiro, Aer, Aurus, Dome,

Wink, Mocha,Esocobar, Vie Deck

and Lounge, Enoteca, Flame Le

Club, Leather Bar, Zara Tapas,

Gallop, Bike and Barrel,Poker,

Provogue, Geoffrey’s


chaat, paubhaji, idlis, fruit

juices, and samosas. They are

more commonly found in

busy streets and tourist spots

and tend to move around.

Outlets usually exclusively selling

ice cream, gelato,sundaes and

shakes, sorbet, and frozen yogurt

Haagen-Dazs, Hapinezz (Vadilal),

Movenpick,Swensen’s, Baskin

Robbins, Amul, Hatsun’sIbacco

(formerlyArun), Natural Ice creams,

Kwality, Pinkberry

Roadside hawkers/vendors:

These are found at street

corners and usually set up

shop at the same location

every day. These vendors sell

street foods, juices, lassi, ice

cream, snacks, and cater to

low-income populations who

want a quick bite on the go.

Juice Bars

Stores usually exclusively selling

fresh and bottled fruit and

vegetable juices, smoothies, and

juice blends; some also sell soups,

salads, and wraps

HAS Juice Bar, Tropical Smoothies,

Amoretto,Evolution Fresh (from

Starbucks) , Juice Lounge,

BlendzJuice Bar, Fruit Shop On

Greams Road, Booster Juice

Small standalone structures

dispensing quick snacks and

drinks; typical items include

wraps, Indian snacks, sugarcane

and fruit juice, Chinese food,

corn,ice cream, salads; commonly

found in public spaces like

shopping malls

Salad Chef, Big Mos' Rolls and

Wraps, Yo China, Chai Garam,

Chokola, Candy Treat, Sweet World,

Mr Orange,VadaaPaa, Burgerman,

Nirula's Express, Go

Chatzz,GoliVadaaPav, Cane-o-la,

Petawrap, Café Coffee

Day,Chamosa, Gelato Italiano

Diners, drive-ins, and dives:

These are the numerous

standalone joints along streets

(e.g., at bus stops) serving

affordable Indian foods and

beverages to the mass market.

Many also offer takeaway and

home delivery services.

Food Courts

A designated area in large public

places (shopping malls, airports,

hospitals, offices) with several

quick service brands serving food

at designated stalls

Comesum, Spoon, Yatra, Foodtalk,

Polynation,SagarRatna, Kailash

Parbat

Source: Enterprise Consulting, Athena Infonomics

Be it any form of product and business carried out by the vendors in the Urban or Rural

the service format in the unorganized sector can be compared with the organized service

format according to the information given above.

The “Chay Kitli Walas’ generally set up the service point and the shop on a movable

trolley that is approximately 1.8 meters to 2.0 meters in length to 1.0 to 1.2 meters in

width. It is commonly known as the “Larry” in local dialect.

Majorly all urban micro entrepreneurs of the unorganized sector use it on permanent

basis to carry on their business in the urban areas of the city.


Literature Review:

F & B Food Service In India:

o This literature review provides the insight regarding the Food and Beverage

market in India. Also it clearly depicts what different service formats are used in

both Organized and Unorganized sector in India for the services commonly

rendered in both sectors. The overall market statistics of Food and Beverage

market in India is clearly given. Hence it forms the basis of the report.

National Policy on Urban Street Vendors 2009:

o The national policy on the Urban Street Vendors is very important literature

review with respect to this report as this report clearly defines the Vendors and

applies to the ‘Chay Kilti Walas’ as well since they fall under the preview of the

National Policy on Urban Street Vendors 2009. In this literature the Urban Street

Vendors which are a part of the unorganized sector including the ‘Chay Kitli

Walas’ are given the importance as a legitimate part of the Urban Service

Distribution system by the Government of India. Also the guidelines for

improving the livelihood of the Urban Vendors are clearly given in this policy.

o As the ‘Chay Kitli Walas’ of Ahmedabad also fall under definition of the Vendors

this literature review is of importance to the Research Topic.

Claiming Urban Space- Street Vending in Ahmedabad

o This is very relevant literature in this project, since this literature review clearly

defines the vending zones in Ahmedabad and also given the market statistics in

INR for one of the vending zone in Ahmedabad which helps the researcher to get

an estimate regarding the market size of the unorganized sector in Ahmedabad.

Moreover the threats and the opportunities which are there in the unorganized

sector of Ahmedabad can be understood by the study of this literature. Also the

various legal implications and the other factors related to the Urban Vendors are

very well studied in this literature. Hence the study of this literature helps the

researcher to select the sampling area.


The Book Of Tea By Okakaru-Kakuzo.

Though many book have been written which describes the origin and discovery of

Tea, this book is of great importance to the topic under the study as this book is

written by Okakaru-Kakuzo during the 1906 which was pre world War I period.

The author of this book holds the humanity as top priority and describes how the

ordinary ceremony of Tea drinking is important in installing and maintaining the

dignity of human relationship.

According to Okakaru-Kakuzo for Tea, ‘It is hygiene, for it enforces cleanliness; it is

economics, for it shows comfort in simplicity rather than in the complex and costly; it

is moral geometry, in as much as it defines our sense of proportion to the universe. It

represents the true spirit of Eastern democracy by making all its votaries aristocrats in

taste’.

This book helps to understand the cultural aspect of the Tea and gives and insight

regarding the history of the Tea and helps the researcher to understand the

significance of Tea with respect to the ‘Zennism’ of Japan and ‘Taoism’ of China.

This literature review was done to get an insight for writing the Introduction of the

Research Topic.

In Ahmedabad city also cleanliness at the ‘Chay Kitli Wala’ may be a factor which

can be explored in the Reseach Topic.

Tea Time by Varun Jain

This article gives insight regarding the various ‘Tea Bar Chains’ opened up in various

cities of India and how they have become succefull over a period a time.

Ahmedabad being a metro city and well known over the world due to it’s cultural

heritage is an ideal place for some one who want sot explore the possibility of

opening a’ Tea Bar’.

Moreover the Topic of Research focuses on how one can make the business profitable

which is addressed in this article given by Mr. VArun Jain.


Rationale and Objective of Study:

Government of India has recognized Urban Vendors as a legitimate part of the Urban

retail trade. Source: National Policy on Urban Street Vendors, 2009. Government of

India, Minsitry of Housing & Urban Poverty Alleviation. ‘Chay Kitli Walas’ fall

under the definition of the Vendor and hence studying ‘Chay Kitli Wala’ business

from the marketing point of view becomes an ideal topic to study for gaining the

insight regarding the business on the micro level . It also gives the researcher a

chance to closely monitor the various factors that can affect the value chain with

respect to the 7 P’s of Marketing.

Tea as it is consumed by most of the people in Ahmedabad. Tea making and selling is

a lucrative business for the people with weak social-economic background and it is

not a costly business to start.

The Tea making business is spread in every nook and corner of the Ahmedabad and

mostly the process of making the Tea remains the same. In such circumstances any

effort made by the ‘Chay Kitli Walas’ to differentiate his/her business from the

competitor may help them to survive in the market in profitable manner.

At the same time it is necessary for the researcher to know the preferences and

behavior of the customer towards the ‘Chay Kitli Walas’ to find the necessary factor

which needs to be modified.

In current scenario it is not possible for an entrepreneur to open a tea lounge and

charge a premium price for a milk tea that is available at an very economic cost at the

“Chay Kitlis’ in Ahmedabad.

The objective of the study is to get an insight regarding the current situation of the

“Chay Kitli Wala’ business in Ahmedabad from the perspective of the customers and

to derive conclusions from the study to help the ‘Chay Kitli Wala’ sustain and

improve their growth in the market.

Now it has been known that factors like age, income, profession, household income,

various flavours of tea are necessary for the growth of business of the ‘Chay Kitli

Walas’ of Ahmedabad.

To identify the factors influencing the 7 P’s of Marketing related to the Tea Making

business in Ahmedabad.

From the point of view of study the quality of product, price, place and people

influence the business of the ‘Chay Kitli Walas’ of Ahmedabad.


To identify and analyze whether the quality of Tea is responsible for growth of

business.

After analyzing the factors responsible for the growth of ‘Chay Kitli Walas’ in

Ahmedabad, it is important for a ‘Chay Kitli Wala’ to provide quality and interpret

quality in terms of price, cleanliness, flavours of tea,

To identify the importance of factor like price involved in Tea making business.

The study shows that there is a relation established between quality and price and

hence providing good quality may help the ‘Chay Kitli Walas’ in terms of price to

customers.

To identify the factors necessary for developing the future business potential of ‘Chay

Kitli Walas’ in Ahmedabad.

Various factors responsible which can lead to the growth of ‘Chay Kitli Walas’ of

Ahmedabad have been identified.

Indians are very social people and like to have a small informal get-together on

regular basis within friends, relatives and other known people. A “Chay Kitli” Stall

serves as an ideal place for such things to happen.

The research shows that most of the people perceive ideal ‘Chay Kitli’ as stall in the

open near the road side.

Now a day the tea is also preferred with other food accompaniment. The product is

available easily and also there is ample scope of getting the data related to the

research. To understand the need of the consumer, their expectation from the Tea

makers and the limitation and the problems faced by the Tea maker.


Research Methodology

Research Objectives and Goals

The objective of the study is to get an insight regarding the current situation of the

“Chay Kitli Walas’ business in Ahmedabad from the perspective of the customers and

to derive conclusions from the study to help the ‘Chay Kitli Walas’ sustain and

improve their growth in the market.


business in Ahmedabad

To identify and analyze whether the quality of Tea is responsible for growth of

business.



Kitli Wala’ in Ahmedabad.

Research Objectives and Goals were

The objective of the study is to get an insight regarding the current situation of the “Chay

Kitli Walas’ business in Ahmedabad from the perspective of the customers and to derive

conclusions from the study to help the ‘Chay Kitli Walas’ sustain and improve their

growth in the market.


business in Ahmedabad

To identify and analyze whether the quality of Tea is responsible for growth of business.


To know whether consumption of Tea maintains the Vitality of a person.


Kitli Walas’ in Ahmedabad.


Now it has been known that factors like age, income, profession, household income,

various flavors of tea are necessary for the growth of business of the ‘Chay Kitli Walas’

of Ahmedabad.

From the point of view of study the quality of product, price, place and people influence

the business of the ‘Chay Kitli Walas’ of Ahmedabad.

Various factors responsible which can lead to the growth of ‘Chay Kitli Walas’ of

Ahmedabad have been identified.

Research Design

A research design is a frame work or blue print for conducting the market research

project. It specifies the details of the procedures necessary for obtaining the information

needed to structure and/or solve marketing research problem.

The research design is both Exploratory and Conclusive in nature. The conclusive

research design are of two types (a) Descriptive Research (b) Causal Research.

Research Design in case of Exploratory Research:

Exploratory research studies are also termed as formulative research studies. The main

purpose of such studies is that of formulating a problem for more precise investigation or

of developing the working hypothesis from an operational point of view. The major

emphasis in such studies is on the discovery of ideas and insights.

Generally , the following three methods in the context of research design for such studies

are taked about (a) the survey of concerning literature; (b) the experience survey and (c)

the analysis of ‘insight-stimulating’ examples. Source: Research Methodolgy by C.R. Kothari, first edition.

With context to this study ‘Literature Review was done for gaining insight of the topic

under study.

Research Design in case of Conclusive Research:

Conclusive Research is typically more formal and structured than exploratory research. It

is based on large, representative samples, and the data obtained are subjected to

quantitative analysis. The findings from this research are considered to be conclusive in

nature in that they are used as input into managerial decision making.


The objective of the conclusive research is to test specific hypothesis and examine

specific relationships. Source: Marketing Research, sixth Edition, Naresh K Malhotra & Satyabhushan Das

For the purpose of this study, hypothesis is formed and the study is Descriptive in nature.

The research process is formal and structured. Data analysis is quantitative and the

sample size is large and representative.

The study is also Single Cross Sectional since only one sample of the respondent is

drawn from the target population, and information is obtained from this sample only

once.

The nature of the study is majorly primary research as not much secondary data is

available on this topic of research.

Research Hypothesis in relation with the Research Objectives are,

1)

Ho: Quality of Tea has less relation to flavor of Tea, cleanliness, vitality and price.

H1: Quality of Tea has strong relationship with flavor of Tea, cleanliness, vitality and

price.

2)

Ho: Preference of Tea has no relation with maintaining vitality of customer.

H1: Maintaining Vitality is strongly related with preference of Tea.


Data Collection Method:

Primary Data:

The primary data was collected by means of a survey. A well structured questionnaire

was prepared and the customers were approached to fill up the questionnaires.

The questionnaire contains 22 questions which reflect on the customer behavior and

preferences and demaographics of the ‘Chay Kitli Walas’ of Ahmedabad.

Dichotomous, Nominal, Ordinal and Likert Scale questions were taken.

A pretest of the questionnaire was done with seven respondants after which two questions

were removed from the study which were not in tune to the study. The questions were:

(1) During the office time do you prefer tea available in the office or fro the ‘Chay Kitli

Walas’ outside the office? Please Tick

This question was removed as students were one of the options given in the Profession

related question. Since Students do not work in office the question was of no use to the

students.

(2) I believe that using solar technology for preparing Tea is beneficial to ‘Chay Kitli

Walas’?

The questionnaire does not include the education of the population hence if somebody

who is not knowing regarding the use of Solar Technology will give a biased answer.

Secondary Data:

In order to have a proper understanding of the ‘Chay Kitli Walas’ of Ahmedabad

literature relevant to the topic was collected and studied to get an insight regarding the

current situation and the problems faced the Unorganized Sector Vendors of Ahmedabad.

Field Work:

The field work was done among the different areas of Ahmedabad like Maninagar,

Sabarmati, Kalupur, Jamalpur, Laldarwaja, Old City Area of Ahmedabad, Odhav,

Ghodasar, Naranpura, Navrangpura.


Sampling Technique:

Simple Random Sampling (SRS)

A probability sampling technique in which each element in the population has a known

and equal probability of selection. Every element is selected independently of every

other element and the sample is drawn by random procedure from a sampling frame.

In this study since the majority of the people like drinking Tea samples were taken from

different places at different times and randomly so as to get a mix population of

respondants.

Sampling Plan

To give the questionnaire to the customers and ask them to fill the questionnaire.

Sample Size: 81

Rejected: 9

Actual sample size: 72

Total 81sample were surveyed through questionnaire out of which 9 samples did not

drink Tea, hence their survey was not taken into consideration for analysis.

Sample Population

The sample population was considered to the population of Ahmedabad City for the

purpose of this study.

Data Analysis Tool : SPSS

Methods of Data Analysis:

Frequency chart, Descriptive Analysis, Factor Analysis, Regression Analysis, Correlation

and Annova.

Confidence Interval: 95 %

Alpha – 0.05%


Data Analysis:

Frequency

Age

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 5 6.9 6.9 6.9

2 37 51.4 51.4 58.3

3 18 25.0 25.0 83.3

4 6 8.3 8.3 91.7

5 6 8.3 8.3 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 51 % of the people surveyed

preferred drinking tea. They were between the age group of 21years to 30 while 25 % of

the sample collected who preferred drinking Tea were between the age group of 31 years

to 40 years.


Gender

Sex


Cumulative

Percent

Valid 1 63 87.5 87.5 87.5

2 9 12.5 12.5 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 63 respondents that is 87.5 % are

male and only 9 respondents were female. This shows that male among the age group of

21 years to 30 years are the major respondents.


Like drinking Tea.

Like drink Tea


Cumulative

Percent

Valid 1 71 98.6 98.6 98.6

2 1 1.4 1.4 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred as the samples surveyed like to drink

Tea, almost 100 % of the samples collected liked to drink Tea.


Profession

Profession


Cumulative

Percent

Valid 1 44 61.1 61.1 61.1

2 12 16.7 16.7 77.8

3 3 4.2 4.2 81.9

4 12 16.7 16.7 98.6

5 1 1.4 1.4 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 44 respondents which are 61% of

the total sample were employed in services. So the major segment to be concentrated is

the service class.


Income

income


Cumulative

Percent

Valid 1 9 12.5 12.5 12.5

2 15 20.8 20.8 33.3

3 16 22.2 22.2 55.6

4 13 18.1 18.1 73.6

5 19 26.4 26.4 100.0

Total 72 100.0 100.0

From the above graph it is inferred that Tea consumption is liked by consumers

irrespective of their difference in household income.


Flavors of Tea are known.

Flavours of Tea


Cumulative

Percent

Valid 1 11 15.3 15.3 15.3

2 12 16.7 16.7 31.9

3 10 13.9 13.9 45.8

4 30 41.7 41.7 87.5

5 9 12.5 12.5 100.0

Total 72 100.0 100.0

From the above graph it is inferred that 41% of the respondents preferred the Adrak Chai

flavor while Milk Chai, Masala Chai, Elaichi Chai and others were equally less

preferred.


Make of Tea

Make Tea


Cumulative

Percent

Valid 1 4 5.6 5.6 5.6

2 56 77.8 78.9 84.5

3 10 13.9 14.1 98.6

5 1 1.4 1.4 100.0

Total 71 98.6 100.0

Missing System 1 1.4

Total 72 100.0

From the analysis of the above graph it is inferred that 78 % of the respondents preferred

handmade tea over machine tea and only 14% of respondents preferred both handmade

and machine made Tea.


Number of times Tea consumption in a day.

per day consumption


Cumulative

Percent

Valid 1 11 15.3 15.3 15.3

2 27 37.5 37.5 52.8

3 14 19.4 19.4 72.2

4 20 27.8 27.8 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that very less respondents consume

Tea for only one time and three times a day. While majority of consumers like to drink

Tea either two times in a day of more than three times in a day.


Try Flavors

Try Flavours


Cumulative

Percent

Valid 1 56 77.8 77.8 77.8

2 15 20.8 20.8 98.6

3 1 1.4 1.4 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 77% of the respondents will like to

try different flavour of Tea other than Milk Tea and Masala Tea.


Vitality

From the analysis of the above graph it is inferred that 52% of the respondents strongly

agreed that Tea is important for maintaining the Vitality of a person.

Vitality


Cumulative

Percent

Valid 1 38 52.8 53.5 53.5

2 10 13.9 14.1 67.6

3 18 25.0 25.4 93.0

4 3 4.2 4.2 97.2

5 2 2.8 2.8 100.0

Total 71 98.6 100.0

Missing System 1 1.4

Total 72 100.0


Quality


agreed that Tea is important factor for preference of Tea from ‘Chay Kitli Walas’

Quality


Cumulative

Percent

Valid 1 41 56.9 56.9 56.9

2 19 26.4 26.4 83.3

3 8 11.1 11.1 94.4

4 1 1.4 1.4 95.8

5 3 4.2 4.2 100.0

Total 72 100.0 100.0


Reason For Drinking Tea

Reason for drinking


Cumulative

Percent

Valid 0 3 4.2 4.2 4.2

1 24 33.3 33.3 37.5

2 15 20.8 20.8 58.3

3 16 22.2 22.2 80.6

4 8 11.1 11.1 91.7

5 4 5.6 5.6 97.2

6 2 2.8 2.8 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 33% of the respondents consumed

Tea at the ‘Chay Kitli Walas’ for the feeling of refreshment.


Location

Location


Cumulative

Percent

Valid 1 14 19.4 19.4 19.4

2 30 41.7 41.7 61.1

3 15 20.8 20.8 81.9

4 3 4.2 4.2 86.1

5 9 12.5 12.5 98.6

6 1 1.4 1.4 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 42% of the respondents preferred

‘Chay Kitlis’ near the office vicinity.


Ideal Chay Kitli

Ideal chay Kitli


Cumulative

Percent

Valid 1 19 26.4 26.4 26.4

2 4 5.6 5.6 31.9

3 10 13.9 13.9 45.8

4 39 54.2 54.2 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 54% of the respondents perceived

‘Ideal Chay Kitlis’ as Tea stalls on the road side in the open area with ordinary sitting

facility.

Also 26% of the respondents perceived ‘Ideal Chay Kitlis’ as a proper ventilated room

type, sitting arrangement with Air Conditioners.


Preferred Variety of Tea

preffered variety of Tea


Cumulative

Percent

Valid 0 13 18.1 18.1 18.1

1 17 23.6 23.6 41.7

2 12 16.7 16.7 58.3

3 12 16.7 16.7 75.0

4 8 11.1 11.1 86.1

5 5 6.9 6.9 93.1

6 4 5.6 5.6 98.6

7 1 1.4 1.4 100.0

Total 72 100.0 100.0

From the analysis of the above graph it is inferred that 18% of the respondents who were

willing to try different flavours of Tea if available preferred to Herbal Tea, 23 % of the

respondents preferred to try Green Tea ,17% of respondents preferred to try Rose Tea and

17 % of the respondents also preferred to try Jasmine Tea.


Clean ‘Chay Kitlis’

Cleanliness


Cumulative

Percent

Valid 1 42 58.3 58.3 58.3

2 13 18.1 18.1 76.4

3 11 15.3 15.3 91.7

4 3 4.2 4.2 95.8

5 3 4.2 4.2 100.0

Total 72 100.0 100.0


agreed on consuming Tea from ‘Chay Kitli Walas’ with clean ‘Chay Kitlis’.


Neatly Dressed

Neatly Dressed


Cumulative

Percent

Valid 1 32 44.4 44.4 44.4

2 6 8.3 8.3 52.8

3 20 27.8 27.8 80.6

4 6 8.3 8.3 88.9

5 8 11.1 11.1 100.0

Total 72 100.0 100.0


agreed on consuming Tea from ‘Chay Kitli Walas’ who are neatly dressed.


Descriptive Analysis:

Descriptive Statistics

N Range Minimum Maximum Sum Mean Std. Deviation Variance Skewness Kurtosis

Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Age 72 4 1 5 187 2.60 1.030 1.061 .964 .283 .423 .559

Sex 72 1 1 2 81 1.13 .333 .111 2.316 .283 3.461 .559

Like drink Tea 72 1 1 2 73 1.01 .118 .014 8.485 .283 72.000 .559

Profession 72 4 1 5 130 1.81 1.194 1.426 1.204 .283 -.065 .559

income 72 4 1 5 234 3.25 1.381 1.908 -.136 .283 -1.239 .559

Flavours of Tea 72 4 1 5 230 3.19 1.296 1.680 -.453 .283 -1.025 .559

Make Tea 71 4 1 5 151 2.13 .559 .312 2.067 .285 9.705 .563

per day consumption 72 3 1 4 187 2.60 1.057 1.117 .068 .283 -1.254 .559

Try Flavours 72 2 1 3 89 1.24 .459 .211 1.709 .283 2.016 .559

preffered variety of Tea 72 7 0 7 165 2.29 1.842 3.393 .599 .283 -.476 .559

Vitality 71 4 1 5 134 1.89 1.103 1.216 .953 .285 .012 .563

Quality 72 4 1 5 122 1.69 1.016 1.032 1.730 .283 2.903 .559

Economic price 72 4 1 5 173 2.40 1.241 1.540 .547 .283 -.543 .559

Cleanliness 72 4 1 5 128 1.78 1.116 1.246 1.394 .283 1.180 .559

Neatly Dressed 72 4 1 5 168 2.33 1.404 1.972 .572 .283 -.939 .559

price half cup 72 3 1 4 103 1.43 .709 .502 1.596 .283 1.936 .559

price of full cup 72 3 1 4 181 2.51 .787 .620 .220 .283 -.374 .559

Reason for drinking 72 6 0 6 166 2.31 1.430 2.046 .657 .283 -.174 .559

Location 72 5 1 6 182 2.53 1.289 1.661 .911 .283 .062 .559

Ideal chay Kitli 72 3 1 4 213 2.96 1.294 1.674 -.683 .283 -1.334 .559

Valid N (listwise) 71


Valid N List Wise: This is the number of non-missing values. In the SPSS run for the sample size of 72 samples, the Valid N (list wise)

N - This is the number of valid observations for the variable. The total number of observations is the sum of N and the number of missing

values. For the purpose of this study the N is 72 samples.

Minimum - This is the minimum, or smallest, value of the variable. Here the minimum value of a variable is 0.

Maximum - This is the maximum, or largest, value of the variable. Here the maximum value of a variable is 7.

Mean - This is the arithmetic mean across the observations. It is the most widely used measure of central tendency. It is commonly called the

average. The mean is sensitive to extremely large or small values.

Std. Deviation- Standard deviation is the square root of the variance. It measures the spread of a set of observations. The larger the standard

deviation is, the more spread out the observations are.

Variance - The variance is a measure of variability. It is the sum of the squared distances of data value from the mean divided by the variance

divisor. The Corrected SS is the sum of squared distances of data value from the mean. Therefore, the variance is the corrected SS divided by

N-1. We don't generally use variance as an index of spread because it is in squared units. Instead, we use standard deviation.

Skewness - Skewness measures the degree and direction of asymmetry. A symmetric distribution such as a normal distribution has a

skewness of 0, and a distribution that is skewed to the left, e.g. when the mean is less than the median, has a negative skewness.


Kurtosis - Kurtosis is a measure of the heaviness of the tails of a distribution. A normal distribution has kurtosis 0. Extremely nonnormal

distributions may have high positive or negative kurtosis values, while nearly normal distributions will have kurtosis values close to 0.

Kurtosis is positive if the tails are "heavier" than for a normal distribution and negative if the tails are "lighter" than for a normal

distribution.

The above analysis shows that the mostly the data is positively skewed. Moreover in the Kurtosis the peak formed is high as Tea is consumed

by people of all Age. Also The parameter such a Make of Tea is also resulting for high peak in Kurtosis. So both the factor of Age and Make

of Tea are considered to be the outliers in the data.

The Mean value of the all the 20 variables taken into the descriptive anlaysis falls majorly between 2.0 to 2.6. The minimum mean value

being 1.01 and the maximum mean values being 3.25.


Factor Analysis:

Factor analysis is a method of data reduction. It does this by seeking underlying

unobservable (latent) variables that are reflected in the observed variables (manifest

variables). There are many different methods that can be used to conduct a factor

analysis (such as principal axis factor, maximum likelihood, generalized least squares,

unweighted least squares).

KMO and Barlett’s Test

KMO and Bartlett's Testa

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .548

Bartlett's Test of Sphericity Approx. Chi-Square 314.426

df 190

Sig. .000

Based on correlations

Kaiser-Meyer-Olkin Measure of Sampling Adequacy - This measure varies between 0

and 1, and values closer to 1 are better.

For the data collected relevant to this study the KMO value is .548 which is higher than

0.500 and tends to be near to 1.0

Bartlett's Test of Sphericity - This tests the null hypothesis that the correlation matrix is

an identity matrix. An identity matrix is matrix in which all of the diagonal elements are

1 and all off diagonal elements are 0. You want to reject this null hypothesis. Taken

together, these tests provide a minimum standard which should be passed before a factor

analysis (or a principal components analysis) should be conducted.

To know whether the data is sufficient or not related to the study the KMO Test was

performed which revealed that the available KMO value tends to be near to 1, so the data

is sufficient with relevance to this study.


Total Variance Explained

Total Variance Explained

Compon

ent

Initial Eigenvaluesa

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumulativ

e %

Raw 1 4.208 16.940 16.940 4.208 16.940 16.940 2.761 11.114 11.114

2 3.985 16.043 32.983 3.985 16.043 32.983 2.009 8.088 19.203

3 2.742 11.039 44.022 2.742 11.039 44.022 2.352 9.468 28.671

4 2.399 9.658 53.680 2.399 9.658 53.680 3.806 15.323 43.993

5 1.747 7.034 60.714 1.747 7.034 60.714 2.078 8.367 52.360

6 1.490 6.000 66.714 1.490 6.000 66.714 1.928 7.761 60.121

7 1.346 5.419 72.134 1.346 5.419 72.134 2.358 9.495 69.615

8 1.260 5.074 77.207 1.260 5.074 77.207 1.886 7.592 77.207

9 1.085 4.367 81.574

10 .961 3.868 85.442

11 .826 3.323 88.766

12 .743 2.990 91.756

13 .549 2.209 93.965

14 .506 2.036 96.002

15 .405 1.629 97.631

16 .240 .967 98.598

17 .163 .654 99.252

18 .108 .436 99.689

19 .066 .266 99.955

20 .011 .045 100.000

Rescal

ed

1 4.208 16.940 16.940 2.317 11.587 11.587 2.037 10.183 10.183

2 3.985 16.043 32.983 2.178 10.892 22.479 1.901 9.503 19.686

3 2.742 11.039 44.022 1.722 8.609 31.088 1.692 8.459 28.145

4 2.399 9.658 53.680 1.714 8.570 39.657 1.544 7.721 35.866

5 1.747 7.034 60.714 1.515 7.576 47.234 1.336 6.679 42.545

6 1.490 6.000 66.714 .956 4.779 52.013 1.279 6.393 48.939

7 1.346 5.419 72.134 1.045 5.226 57.239 1.258 6.289 55.228

8 1.260 5.074 77.207 .845 4.227 61.466 1.248 6.238 61.466

9 1.085 4.367 81.574


10 .961 3.868 85.442

11 .826 3.323 88.766

12 .743 2.990 91.756

13 .549 2.209 93.965

14 .506 2.036 96.002

15 .405 1.629 97.631

16 .240 .967 98.598

17 .163 .654 99.252

18 .108 .436 99.689

19 .066 .266 99.955

20 .011 .045 100.000

Extraction Method: Principal Component Analysis. When analyzing a covariance matrix, the initial eigen values are the same

across the raw and rescaled solution.

Factor - The initial number of factors is the same as the number of variables used in the factor

analysis. However, not all 20 factors will be retained. In this example, only the first eight

factors will be retained.

Initial Eigenvalues - The Eigenvalues are the variances of the factors. Because we conducted

our factor analysis on the correlation matrix, the variables are standardized, which means that

the each variable has a variance of 1, and the total variance is equal to the number of variables

used in the analysis which is 22 in this particular case.

Total - This column contains the Eigenvalues. The first factor will always account for the most

variance (and hence have the highest Eigenvalue), and the next factor will account for as much

of the left over variance as it can, and so on. Hence, each successive factor will account for less

and less variance.

% of Variance - This column contains the percent of total variance accounted for by each factor.

Cumulative % - This column contains the cumulative percentage of variance accounted for by

the current and all preceding factors. For example, the third row shows a value of 77.207. This

means that the first eight factors together account for 77.207% of the total variance

Extraction Sums of Squared Loadings - The number of rows in this panel of the table

correspond to the number of factors retained. In this analysis only 8 variables are retained.

Rotation Sums of Squared Loadings- The values in this table represent the distribution of the

variance after the varimax rotation. Varimax rotation tries to maximize the variance of each of

the factors, so the total amount of variance accounted for is redistributed over the three extracted

factors.

The Total Variance in the above analysis shows that majorly there are 8 factors retained

that if manipulated will bring 77.207 % of variance.


Since one of the objective of the study was to study the growth pattern of the ‘Chay Kitli

Walas’, the 8 factors of the consumers stated below are important from the point of view

of the ‘Chay Kitli Wala’ as these factors are related to the demographics of the

customers which play an important role in considering the growth and sustainence of

‘Chay Kitli Wala’ business.

Age

Gender

Like drinking Tea

Service

House hold income per annum

Falvours of Tea known

Preferred way of making Tea

Consumption of Tea


Scree Plot

The Scree plots plot the value of the factor in the first coloum of the the Total Variance

Explained Table corresponding to the value of the factor in the second coloumn.

The above 8 factors which are important for the ‘Chay Kitli Wala’ business are further

proven relevant by the Scree Plot above. It shows that after the 8th factor a very little

variance in the dependent variable namely the ‘Growth of Chay Kitli Wala’ is explained

by each incremental factor taken.


Regression

Try different flavours

Model - SPSS allows you to specify multiple models in a single regression command. This tells

you the number of the model being reported.

R - R is the square root of R-Squared and is the correlation between the observed and predicted

values of dependent variable.

R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which

can be explained by the independent variables in the above point mentioned in ‘Predictors’. This

is an overall measure of the strength of association and does not reflect the extent to which any

particular independent variable is associated with the dependent variable.

Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of

extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 -

Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.

Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the

standard deviation of the error term and the square root of the Mean Square for the Residuals in

the ANOVA table.

F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean

Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some

alpha level in testing the null hypothesis that all of the model coefficients are 0.

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square

Change F Change df1 df2

Sig. F

Change

1 .663a .440 .231 .398 .440 2.106 19 51 .018

Predictors: (Constant), Ideal chay Kitli, Location, Preferred variety of Tea, Gender, Like drink Tea,

price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age, Cleanliness,

income, Profession, per day consumption, Vitality, Neatly Dressed, Quality, price of full cup

Dependent Variable: Try Flavours


Vitality

Model Summaryb

Model R

R

Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square

Change

F

Change df1 df2

Sig. F

Change

1 .676a .458 .255 .951 .458 2.264 19 51 .011

Predictors: (Constant), Ideal chay Kitli, Location, Preferred variety of Tea, Gender, Like drink Tea,

price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age, Cleanliness,

income, Profession, per day consumption, Neetly Dressed, Try Flavours, Quality, price of full cup

Dependent Variable: Vitality

Model - SPSS allows you to specify multiple models in a single regression command. This tells you

the number of the model being reported.

R - R is the square root of R-Squared and is the correlation between the observed and predicted values

of dependent variable.

R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which can be

explained by the independent variables in the above point mentioned in ‘Predictors’. This is an overall

measure of the strength of association and does not reflect the extent to which any particular

independent variable is associated with the dependent variable.

Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of extraneous

predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 - Rsq)((N - 1) /( N -

k - 1)) where k is the number of predictors.

Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the standard

deviation of the error term and the square root of the Mean Square for the Residuals in the ANOVA

table.

F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean Square

(Regression) divided by the Mean Square (Residual). The p-value is compared to some alpha level in

testing the null hypothesis that all of the model coefficients are 0.


Quality

Predictors: (Constant), Ideal chay Kitli, Location, preffered variety of Tea, Gender, Like drink

Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age,

Cleanliness, income, Profession, per day consumption, Vitality, Neetly Dressed, Try Flavours,

price of full cup

Dependent Variable: Quality














the ANOVA table.




Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


Sig. F

Change

1 .714a .510 .327 .839 .510 2.790 19 51 .002


Cleanliness



Quality, Profession, income, per day consumption, Neetly Dressed, Try Flavours, Vitality, price

of full cup

Dependent Variable: Cleanliness














the ANOVA table.




Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square

Change F Change df1 df2 Sig. F Change

1 .698a .487 .296 .935 .487 2.553 19 51 .004


Neetly Dressed

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


Sig. F

Change

1 .648a .419 .203 1.254 .419 1.940 19 51 .031



Cleanliness, income, Profession, per day consumption, Vitality, Try Flavours, Quality, price of

full cup

Dependent Variable: Neetly Dressed














the ANOVA table.





Price of Full Cup

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


1 .743a .552 .386 .620 .552 3.313 19 51 .000

Predictors: (Constant), Ideal Chay Kitli, Location, preffered variety of Tea, Gender, Like

drink Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea,

Age, Cleanliness, income, Profession, per day consumption, Vitality, Neetly Dressed, Try

Flavours, Quality

Dependent Variable: price of full cup














the ANOVA table.





Quality

Predictors: (Constant), price of full cup, Try Flavours, Cleanliness, Vitality

Dependent Variable: Quality














the ANOVA table.




Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


1 .657a .432 .397 .794 .432 12.535 4 66 .000


Vitality

Predictors: (Constant), price of full cup, Try Flavours, Cleanliness, Quality

Dependent Variable: Vitality














the ANOVA table.




Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


1 .486a .236 .189 .993 .236 5.089 4 66 .001


Cleanliness

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of

the Estimate

Change Statistics

R Square


1 .546a .299 .256 .961 .299 7.024 4 66 .000

Predictors: (Constant), price of full cup, Try Flavours, Quality, Vitality

Dependent Variable: Cleanliness














the ANOVA table.





Findings

Try Different Falvours : The regression analysis shows that 44% of the depedent

variable is explained by 19 independent variables with a significance level of

0.018, so trying different flavours of Tea by the cutomers is significant for the

‘Chay Kitli Walas’ of Ahmedabad.

Vitality: The regression analysis shows that 45% of the depedent variable is

explained by 19 independent variables with a significance level of 0.011, so

vitality is associated with consuming Tea by the customers and is significant for

the ‘Chay Kitli Walas’ of Ahmedabad.

Quality: The regression analysis shows that 51% of the depedent variable is


Quality is associated with consuming Tea by the customers and is significant for


Cleanliness: The regression analysis shows that 48% of the depedent variable is


Cleanliness is associated with consuming Tea by the customers and is significant

for the ‘Chay Kitli Walas’ of Ahmedabad.

Neatly Dressed: The regression analysis shows that 20% of the depedent variable

is explained by 19 independent variables with a significance level of 0.031, so

Cleanliness is associated with consuming Tea by the customers and is significant

for the ‘Chay Kitli Walas’ of Ahmedabad.

Price of Full Cup:The regression analysis shows that 55% of the depedent variable

is explained by 19 independent variables with a significance level of 0.000, so

Price is associated with consuming Tea by the customers and is significant for the



explained by 4 independent variables with a significance level of 0.000, so Quality

of Tea is associated with consuming Tea by the customers and is significant for



explained by 4 independent variables with a significance level of 0.001, so Vitality

is associated with consuming Tea by the customers and is significant for the


Cleanilness: The regression analysis shows that 29% of the depedent variable is

explained by 4 independent variables with a significance level of 0.000.


Correlation:

Correlations

Neetly Dress

ed Age Sex

Like drin

k Tea

Profession

income

Flavours of Tea

Make

Tea

per day consumpt

ion

Try Flavou

rs

preffered

variety of Tea

Vitality

Quality

Economic

price Clea

n

price

half cup

price of full cup

Reason for drinki

ng Locati

on

Ideal

chay

Kitli

Pearson Correlation

Neetly Dressed

1.000 -.332

.056 .056 -.105 .059 .140 -.094

-.049 .277 -.282 .339 .226 .194 .274 .021 -.124

.047 .193 .325

Age -.332 1.000

.110 -.069

.088 .224 -.033 .263 -.110 -.288 .146 -.216 -.189 .076 -.036

.238 .274 .063 -.058 -.134

Gender .056 .110 1.000

-.046

-.190 .046 .181 .142 -.339 -.003 .054 .001 -.176 -.126 .044 -.048

.185 .129 -.093 -.049

Like drink Tea

.056 -.069

-.046

1.000

.219 .152 .078 -.027

.045 -.060 -.084 -.097 -.081 -.039 .026 -.072

.075 .143 -.050 .098

Profession

-.105 .088 -.190

.219 1.000 -.151 -.257 -.093

.111 -.160 .005 -.254 -.094 .032 .106 .260 .250 .048 .193 -.126

income .059 .224 .046 .152 -.151 1.000 .241 .009 -.159 -.058 .153 .154 .115 .183 .054 -.051

-.055

.248 -.216 .195

Flavours of Tea

.140 -.033

.181 .078 -.257 .241 1.000 .109 -.180 .007 .158 .134 .192 .063 .138 -.048

.013 .042 -.183 .160

Make Tea -.094 .263 .142 -.027

-.093 .009 .109 1.000

-.227 -.171 -.023 -.162 -.030 -.014 -.088

.043 .176 -.030 -.154 .089

per day consumption

-.049 -.110

-.339

.045 .111 -.159 -.180 -.227

1.000 .039 .038 -.087 -.088 .123 -.226

.016 .071 .068 .321 -.162

Try Flavours

.277 -.288

-.003

-.060

-.160 -.058 .007 -.171

.039 1.000 -.471 .194 -.063 -.064 -.090

.011 -.004

-.060 .229 .119


-.282 .146 .054 -.084

.005 .153 .158 -.023

.038 -.471 1.000 -.039 .057 .188 -.055

.077 -.036

-.060 -.025 -.052


Vitality .339 -.216

.001 -.097

-.254 .154 .134 -.162

-.087 .194 -.039 1.000

.412 .397 .094 -.102

-.114

.030 .003 .275

Quality .226 -.189

-.176

-.081

-.094 .115 .192 -.030

-.088 -.063 .057 .412 1.000

.257 .523 .006 -.174

-.044 -.024 .310

Economic price

.194 .076 -.126

-.039

.032 .183 .063 -.014

.123 -.064 .188 .397 .257 1.000 .123 .157 .149 .075 .137 .129

Cleanliness

.274 -.036

.044 .026 .106 .054 .138 -.088

-.226 -.090 -.055 .094 .523 .123 1.000

.202 -.006

-.009 -.029 .307

price half cup

.021 .238 -.048

-.072

.260 -.051 -.048 .043 .016 .011 .077 -.102 .006 .157 .202 1.000

.580 .086 .170 .073

price of full cup

-.124 .274 .185 .075 .250 -.055 .013 .176 .071 -.004 -.036 -.114 -.174 .149 -.006

.580 1.000

.231 .080 -.125

Reason for drinking

.047 .063 .129 .143 .048 .248 .042 -.030

.068 -.060 -.060 .030 -.044 .075 -.009

.086 .231 1.000 -.140 .185

Location .193 -.058

-.093

-.050

.193 -.216 -.183 -.154

.321 .229 -.025 .003 -.024 .137 -.029

.170 .080 -.140 1.000 .001

Ideal chay Kitli

.325 -.134

-.049

.098 -.126 .195 .160 .089 -.162 .119 -.052 .275 .310 .129 .307 .073 -.125

.185 .001 1.000

Sig. (1-tailed)

Neetly Dressed

. .002 .323 .323 .191 .312 .121 .218 .342 .010 .009 .002 .029 .053 .010 .432 .151 .349 .053 .003

Age .002 . .180 .285 .232 .030 .392 .013 .182 .007 .113 .035 .058 .266 .382 .023 .010 .301 .315 .132

Gender .323 .180 . .353 .056 .352 .065 .119 .002 .491 .328 .498 .071 .148 .357 .345 .061 .143 .221 .342

Like drink Tea

.323 .285 .353 . .033 .104 .260 .411 .356 .310 .243 .211 .250 .372 .415 .276 .267 .118 .340 .208

Profession

.191 .232 .056 .033 . .104 .015 .221 .179 .092 .482 .016 .219 .397 .190 .014 .018 .344 .054 .147

income .312 .030 .352 .104 .104 . .022 .471 .093 .316 .102 .099 .171 .063 .326 .337 .325 .018 .035 .052

Flavours of Tea

.121 .392 .065 .260 .015 .022 . .183 .066 .476 .094 .132 .054 .301 .125 .346 .458 .364 .063 .092


Make Tea .218 .013 .119 .411 .221 .471 .183 . .028 .077 .425 .089 .401 .454 .232 .361 .071 .403 .100 .231

per day consumption

.342 .182 .002 .356 .179 .093 .066 .028 . .374 .376 .235 .233 .153 .029 .448 .277 .286 .003 .089

Try Flavours

.010 .007 .491 .310 .092 .316 .476 .077 .374 . .000 .052 .301 .298 .229 .465 .485 .310 .027 .161


.009 .113 .328 .243 .482 .102 .094 .425 .376 .000 . .372 .320 .059 .324 .261 .384 .309 .417 .332

Vitality .002 .035 .498 .211 .016 .099 .132 .089 .235 .052 .372 . .000 .000 .218 .198 .172 .401 .491 .010

Quality .029 .058 .071 .250 .219 .171 .054 .401 .233 .301 .320 .000 . .015 .000 .481 .073 .359 .421 .004

Economic price

.053 .266 .148 .372 .397 .063 .301 .454 .153 .298 .059 .000 .015 . .154 .096 .107 .267 .128 .142

Cleanliness

.010 .382 .357 .415 .190 .326 .125 .232 .029 .229 .324 .218 .000 .154 . .046 .480 .471 .406 .005

price half cup

.432 .023 .345 .276 .014 .337 .346 .361 .448 .465 .261 .198 .481 .096 .046 . .000 .239 .078 .273

price of full cup

.151 .010 .061 .267 .018 .325 .458 .071 .277 .485 .384 .172 .073 .107 .480 .000 . .027 .254 .149

Reason for drinking

.349 .301 .143 .118 .344 .018 .364 .403 .286 .310 .309 .401 .359 .267 .471 .239 .027 . .123 .061

Location .053 .315 .221 .340 .054 .035 .063 .100 .003 .027 .417 .491 .421 .128 .406 .078 .254 .123 . .496

Ideal chay Kitli

.003 .132 .342 .208 .147 .052 .092 .231 .089 .161 .332 .010 .004 .142 .005 .273 .149 .061 .496 .

N Neetly Dressed

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Age 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Sex 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Like drink Tea

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Profession

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71


income 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Flavours of Tea

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Make Tea 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

per day consumption

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Try Flavours

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71


71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Vitality 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Quality 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Economic price

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Cleanliness

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

price half cup

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

price of full cup

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Reason for drinking

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Location 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71

Ideal chay Kitli

71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71 71


Findings

Trying different flavours of Tea and Neatly Dressed ‘Chay Kitli Walas’ are 27 % correlated.

Vitality of Tea and Neatly dresses ‘Chay Kitli Walas’ are 33% correlated.

Age and Neatly dressed are 33% correlated.

Age and trying different flavours of Tea are 33% correlated.

Age and Make of Tea making is 26% correlated.

Gender and per day consumption are 33 % correlated.

Profession and knowing different flavours of Tea are25 % related.

Trying different flavours of Tea and Location are 32 % correlated.

Preferred variety of Tea and neatly dressed are 28 % correlated.

Quality and Make of Tea of 30 % related.

Quality and Vitality are 41% correlated.

Quality and Cleanliness are 52% correlated.

Quality and Location are 31 % correlated.

Quality and Economic price of Tea are 25 % correlated.


Quality and Neatly Dressed ‘Chay Kitli Walas’ are 22% correlated.

Like drinking Tea and Economic price are 25 % correlated.

Economic price and vitality are 40 % correlated.

Price of half cup and price of full cup are 58 % correlated.

Location and per day consumption of Tea are 32% correlated.

Location and Trying different flavours are 22% correlated.

Ideal ‘Chay Kitli’ and vitality are 27 % correlated.

Ideal ‘Chay Kitli’ and cleanliness are 31% correlated.


One Way Annova

ANOVA

Sum of Squares df Mean Square F Sig.

Age Between Groups 4.183 4 1.046 .985 .422

Within Groups 71.136 67 1.062

Total 75.319 71

Gender Between Groups .561 4 .140 1.285 .285

Within Groups 7.314 67 .109

Total 7.875 71

Like drink Tea Between Groups .011 4 .003 .180 .948

Within Groups .976 67 .015

Total .986 71

Profession Between Groups 2.954 4 .739 .503 .733


Total 101.278 71

income Between Groups 7.562 4 1.890 .990 .419


Total 135.500 71

Flavours of Tea Between Groups 10.300 4 2.575 1.583 .189


Total 119.278 71

Make Tea Between Groups .443 4 .111 .341 .849


Total 21.859 70

per day consumption Between Groups 9.196 4 2.299 2.197 .079


Total 79.319 71

Try Flavours Between Groups .911 4 .228 1.084 .371


Total 14.986 71

preffered variety of Tea Between Groups 22.525 4 5.631 1.728 .154


Total 240.875 71

Vitality Between Groups 16.702 4 4.175 4.029 .006



Total 85.099 70

Economic price Between Groups 10.959 4 2.740 1.866 .127


Total 109.319 71

Cleanliness Between Groups 32.000 4 8.000 9.496 .000


Total 88.444 71

Neetly Dressed Between Groups 16.118 4 4.030 2.179 .081


Total 140.000 71

price half cup Between Groups .493 4 .123 .235 .918


Total 35.653 71

price of full cup Between Groups 2.804 4 .701 1.140 .345


Total 43.986 71

Reason for drinking Between Groups 5.916 4 1.479 .711 .587


Total 145.278 71

Location Between Groups .695 4 .174 .099 .982


Total 117.944 71

Ideal chay Kitli Between Groups 17.401 4 4.350 2.872 .029


Total 118.875 71

Findings

The Analaysis of Variable Test suggest that the Dependent Variable Quality is ‘Ideal

Chay Kitli, Neatly dressed, Cleanliness, Vitality and Per day consumption of Tea

which is more or less confirmation with the Correlation Matrix and the Regression

Test.


Findings of the data analysis and its relation to the 7 P’s of

Marketing:

Product:

The study shows that the flavor of the product is related to the profession by 25 %

which shows that having variety of flavours can help ‘Chay Kitli Walas’ of

Ahmedabad.

The different types of flavours and Income of respondents are 24 % correlated

and consuming Tea is liked across all income segments of respondents.

Quality of the Tea and Vitality are 41 % correlated. Also there is a strong

correlation between the Quality of Tea and the cleanliness to about 52%.

This shows that providing Good Quality and flavours of Tea along with

cleanliness can help to sustain and differentiate the ‘Chay Kitli Walas’ of

Ahmedabad.

Price:

The study shows that Economic price of Tea and Like drinking Tea are 25 %

correlated. Also Price of half cup of Tea and Price of full cup of Tea are 58 %

correlated.

So the customers are clear regarding the perceived price of half cup and full cup

of Tea served to them.

At the same time if, the ‘Chay Kitli Walas’ of Ahmedabad provide high quality of

Tea at a reasonably profitable price; it will help them to grow their business.

Place:

The study shows that Location of ‘Chay Kitli Walas’ and Per day consumption

are 32 % correlated and Location of ‘Chay Kitli Walas’ and Trying different

flavor of Tea are 22% correlated.

The ‘Chay Kitli Walas’ of Ahmadabad can thus prefer the location which has the

maximum footfall and also try different flavours of Tea to increase the

consumption of Tea at their stall.


Promotion:

Since Quality , Vitality , Cleanliness and Location are strongly correlated about

40 % a promotion of ‘Chay Kitli’ based on these factors may help the ‘Chay Kitli

Walas’ of Ahmedabad to differentiate themselves in terms of quality, health and

location.

People:

It has been found with the help of the analysis that people across all age group and

income like drinking the Tea. Most of them have been from the service class and

young in age.

Further the Quality and Economic price has 25% correlation in the study.

So the ‘Chay Kitli Walas’ of Ahmedabad have to understand ‘Quality from the

point of view of their customers and provide quality products to them.

Process:

It has been found from the analysis that people mostly liked handmade Tea which

gives the ‘Chay Kitli Walas’ of Ahmedabad an ample scope of business

opportunity even though machine made Tea are available in the market

Physical Evidence:

Neatly dressed ‘Chay Kitli Walas’ , vitality and Trying different flavours of Tea

correlated by 27 % hence clean ‘Chay Kitli’ and Neatly dressed ‘Chay Kitli

Walas’ will be a good point of trust to the customers.


Hypothesis Testing:

1)

Ho: Quality of Tea has less relation to flavor of Tea, cleanliness, vitality and price.

H1: Quality of Tea has strong relationship with flavor of Tea, cleanliness, vitality and

price.

The Regression analysis run by considering Quality as a dependent factor and flavor

of Tea, cleanliness, vitality, price as independent factor is found that the significance

level is 0.000 and 43 % of variation in Quality can be explained by the independent

factors.

Hence the Ho is rejected and H1 is accepted.

2)

Ho: Preference of Tea has no relation with vitality

H1: Vitality is strongly related with preference of Tea.

The regression analysis shows that 45% of the depedent variable is explained by 19

independent variables with a significance level of 0.011, so vitality is associated with

consuming Tea by the customers and is significant for the ‘Chay Kitli Walas’ of

Ahmedabad.

Hence Ho is rejected and H1 is accepted.


Conclusions:

With the help of the findings done from the data analysis it can be concluded that

majority of the customers like drinking Good Quality Tea which provides

refreshment and maintains the vitality of the person.

The customers like drinking Tea from ‘Chay Kitli Walas’ who are neatly dressed and

maintain cleanliness at the ‘Chay Kitli’. The customers are also willing to try

different flavours of Tea like Green Tea, Rose Tea, Herbal Tea and Jasmine Tea if

available at the ‘Chay Kitli Walas’ of Ahmedabad.

Based on the data analysis, the customers of Ahmedabad related Quality in terms of

vitality , cleanliness, location of ‘Chay Kitli’, less price of the Tea being offered, neat

dressing of the ‘Chay Kitli Walas’ and also preferred hand made Tea over machine

made Tea.

More over the ideal location for the ‘Chay Kitli’ was found to be near the office area

and the Ideal ‘Chay Kitli’ was perceived as a Tea Stall on the road side with normal

sitting arrangement and in the open. Also some customers perceived ‘Chay Kitli’ as a

ventilated room, sitting arrangement with Air Conditioners.

Thus on the basis of the data analysis and interpretation of data in this study, it can be

concluded that since the 5th

P of Marketing is people which includes the customers,

the changes made by the ‘Chay Kitli Walas’ with respect to the 7 P’s of marketing

from the customers view point shall help the ‘Chay Kitli Walas’ of Ahmadabad to

sustain and grow in the market.


Limitation Of Study

The study is limited to the area of Ahmedabad hence the factors like Quality and

factors realted to the growth of the ‘Chay Kitli Walas’ of Ahmedabad cannot be

generalized to the other Areas of Gujarat State or with other States of India.

The biasness of the respondent is also a major limitation of the study.

Further Scope of the Study

The further scope of the study should be further done so as to how Quality of the

Tea offered by the ‘Chay Kitli Walas’ can increase the business.

A study must be conducted to know the positive correlation between the location

of the ‘Chay Kitli Wala’ and the buyer preference.

A study must also be conducted to know that how ‘Cleanliness’ can affect the

growth of ‘Chay Kitli Walas’ of Ahmedabad.

A study must also be conducted to know how to promote and brand ‘Chay Kilti

Walas’ of Ahmedabad to the customers within the age group of 21 years to 30

years which are the major customers of ‘Chai Kitli Walas’.

Further research must also be done to further explore the correlation between,

Preffered variety of Tea and Neat dressing of the ‘Chay Kitli Walas’, Gender and

Per day consumption of Tea, Trying different flavours of Tea and Location of



Possible Contribution of Study:

It is hoped that the study will possibly contribute to the industry. A positive

relationship found between the Quality, Vitality, Price, Cleanliness and Neat

Dressing of the ‘Chay Kitli Walas’ of Ahmedabad.



Quality is associated with consuming Tea by the customers and is significant for


Try Different Falvours : The regression analysis shows that 44% of the depedent


0.018, so trying different flavours of Tea by the customers is significant for the




vitality is associated with consuming Tea by the customers and is significant for


Cleanliness: The regression analysis shows that 48% of the depedent variable is


Cleanliness is associated with consuming Tea by the customers and is

significant for the ‘Chay Kitli Walas’ of Ahmedabad.

Neatly dressed: The regression analysis showed that 20% of dependent variable

explained by 19 independent variables with significance of 0.031

Price of Full Cup:The regression analysis shows that 55% of the depedent


0.000, so Price is associated with consuming Tea by the customers and is

significant for the ‘Chay Kitli Walas’ of Ahmedabad.


explained by 4 independent variables, price of full cup, try different flavours,

vitality, cleanliness with a significance level of 0.000, so Quality of Tea is

associated with consuming Tea by the customers and is significant for the ‘Chay

Kitli Walas’ of Ahmedabad.

Cleanilness: The regression analysis shows that 29% of the depedent variable is

explained by 4 independent variables, price of full cup, try different flavours,

vitality, quality with a significance level of 0.000.



explained by 4 independent, price of full cup, try different flavours, cleanliness,

quality variables with a significance level of 0.001, so Vitality is associated with

consuming Tea by the customers and is significant for the ‘Chay Kitli Walas’ of

Ahmedabad.

From the analysis of correlation table it is inferred that Price of half cup and price

of full cup are 58 % correlated.

From the analysis of correlation table it is inferred that Quality and Cleanliness

are 52% correlated.

From the analysis of correlation table it is inferred that Quality and Vitality are

41% correlated.

From the analysis of correlation table it is inferred that Economic price and

vitality are 40 % correlated.

From the analysis of correlation table it is inferred that Gender and per day

consumption are 33 % correlated.

From the analysis of correlation table it is inferred that Location and per day

consumption of Tea are 32% correlated.

From the analysis of correlation table it is inferred that Trying different flavours

of Tea and Location are 32 % correlated.

From the analysis of correlation table it is inferred that Quality and Location are

31 % correlated.

From the analysis of correlation table it is inferred that Quality and Make of Tea

of 30 % related.

From the analysis of correlation table it is inferred that Preferred variety of Tea

and neatly dressed are 28 % correlated.

Trying different flavours of Tea and Neatly Dressed ‘Chay Kitli Walas’ are 27 %

related

From the analysis of correlation table it is inferred that Profession and knowing

different flavours of Tea are 25 % correlated.


The factor analysis reveals that , the 8 factors of the consumers stated below are

important from the point of view of the ‘Chay Kitli Wala’ as these factors are

related to the demographics of the customers which play an important role in

considering the growth and sustainence of ‘Chay Kitli Wala’ business.

Age

Gender

Like drinking Tea

Service

House hold income per annum

Falvours of Tea known

Preferred way of making Tea

Consumption of Tea

This will help the ‘Chay Kitli Wala’ industry to focus on Quality and earn more

profits as the study shows that the Quality is related positively with both low price

and high price of the Tea.

Tea is also positively related with it’s consumption and maintaining vitality of

consumer.

Those ‘Chay Kitli Walas’ who are near to the offices are preferred by the service

class people, hence road side Teal Stall near the office is found as an ideal

location for the ‘Chay Kitli Walas’ this study.


Recommendation and Suggestion:

The ‘Chay Kitli Walas’ of Ahmedabad should try to provide best Quality of Tea

to the customer.

The ‘Chay Kitli Wala’ of Ahmedabad should try to keep the surrounding clean

and should adopt a more professional approach towards customers.

The ‘Chay Kitli Wala’ should try to increase the flavours of Tea so as to

differentiate them from the rest of the ‘Chay Kitli Walas’ of Ahmedabad.

The customers drinking Tea strongly agreed that consuming the Tea available at

the ‘Chay Kitli Walas’ of Ahmedabad maintains the vitality of the person and

customers are ready to try products like the Green Tea and the Herbal Tea may

increase the vitality of person as both the products are marketed in terms of

health. So it is advisable for the ‘Chay Kitli Walas’ to make and sell these

flavours and product of Tea.

So promotion of Tea as a product which can increase the Vitality of a person may

increase the scope of business for the ‘Chay Kitli Wala’ of Ahmedabad.

Since the customers prefer Tea that is near to the office area especially for the

service class people, it is advisable for the ‘Chay Kitli Walas’ to set up their Tea

Stall near the commercial areas of Ahmedabad so as to increase the growth of

their business.

26 % of the customers perceived ‘Chay Kitli’ as a well ventilated room, sitting

facility with Air Conditioners. This means there is ample scope for those ‘Chay

Kitli Walas’ who want to increase their service and earn profit. Since cleanliness

is preferred by most of the customers it is advisable for the ‘Chay Kitli Walas’ of

Ahmedabad to grow from a road side Tea stall to a ventilated room with sitting

arrangements and other facilities and also offer variety of flavours to the

customers to grow their business.


Bibliography

The Book Of Tea By Okakaru-Kakuzo.

Source: http://teatourindia.com/tea-history.html

Source:http://www.afternoontea.co.uk/index.php?option=com_content&task=vie

w&id=838&Itemid=36#.UUv_bBdTAqM

Source: Article dated 26th April 2012 Food Service India Edition, March-April

2012, Tea Time by Varun Jain.

Source: http://www.chcp.org/tea.html, article on web by L.K.Yee.

Sourc:ehttp://www.2basnob.com/tea-history-timeline.html

Working Paper 2 Law, Rights and Regulation in Informal Economy, July 2012.

Enterprise Consulting, Athena Infonomics

http://www.afternoontea.co.uk/index.php?option=com_content&task=view&id=838&Itemid=36#.UUv_bBdTAqM

http://www.afternoontea.co.uk/index.php?option=com_content&task=view&id=838&Itemid=36#.UUv_bBdTAqM

http://www.2basnob.com/tea-history-timeline.html


Appendix

Pretested Questionnaire

A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers) in

Ahmedabad with respect to 7 P’s of marketing.

1) Name:……………………………………………….

2) Age, please tick

1) 10 years to 20 years 2) 21 years to 30 years 3) 31 years to 40

years

4) 41 years to 50 years 5) above 50 years

3) Area of Residence, please tick.

1) Ahmedabad 2) Other please specify …………………..

4) Sex, please tick

1. Male 2. Female

5) Do you like drinking Tea? Please tick.

1) Yes 2) No

If yes, proceed further.

6) Please tick your profession?

1. Service

2. Self Employed

3. Student

4. Businessmen

5. Other please specify ……………………………..

7) Annual Household Income per annum, please tick.

1. Below Rs. 1 lac

2. Between Rs. 1 lac to Rs. 2 lac



5. Above Rs. 5 lac


8) How many flavors of Tea are known to you, name and rank?

1.

2.

3.

4.

5.

9) Which make of Tea you prefer the most? Please tick.

a) Machine Made

b) Hand Made

c) Both

10) How many times do you consume Tea in a day? Please tick

1) Once in a day 2) Twice a day 3) Thrice a day 4) More than three times a day

11) If you are served different flavours of Tea other than the regular Milk Tea and

Masala Tea, will you like to try? Please tick

a) Yes

b) No

12) If yes, will you like to drink the following varieties of Tea if available? Please tick

your preferences?

1) Herbal Tea

2) Green Tea

3) Rose Tea

4) Jasmine Tea

5) Ice Tea

6) Amla Tea

7) Nagkeshar Tea


13) Do you think Tea is important for maintaining the vitality of a person? Please

circle the following.

Strongly Agree …1….2….3….4….5……Strongly Disagree

14) Is good quality of Tea an important factor for you to prefer the Tea from the

‘Chay Kitli Wala’? Please circle the following.


15) Economically priced Tea is important to you for consuming Tea at the ‘Chay

Kitli’? Please circle the following.


16) I like drinking Tea at a ‘Chay Kilti’ which is clean. Please circle the following.


17) I prefer drinking Tea from a ‘Chay Kitli Wala’ who is neatly dressed?


18) I believe that using the solar technology for Tea is beneficial to ‘Chay Kitli Wala?


19) What should be the ideal price of Tea for a Half cup of Tea available at the ‘Chay

Kitli Wala’?

1) Rs. 3 to Rs.7 2) Rs. 8 to Rs. 10 3) Rs. 11 to Rs. 15 4) Above Rs.15

20) What should be the ideal price of Tea for a Full cup of Tea available at the ‘Chay

Kitli Wala’?

1) Rs. 3 to Rs.7 2) Rs. 8 to Rs Rs.10 3) Rs. 11 to Rs. 15 4) Above Rs. 15

21) During the Office time do you prefer Tea available in office of from the ‘Chay

Kitli Wala’ outside the office? Please tick.

1) Yes 2) No


22) Why do you prefer drinking Tea from ‘Chay Kitli Wala’? You can choose more

than one preferences.

1) Refreshment

2) Change of Environment

3) Socializing

4) Break Time

5) To Release Tension

6) None of the above

23) What location of ‘Chay Kitli ‘ or Tea Stall will you prefer? Please tick.

1) Near the garden

2) Near office

3) On the Road

4) In a building

5) Any where

6) If other, please specify…………………

24) According to you how should be the ideal ‘Chay Kilti’ be like? Please tick your

preference, not more than one.

1) A proper ventilated room type with proper sitting arrangement.

2) A proper ventilated room type, sitting arrangement with Air Cooling system.

3) A proper ventilated room type, music system, Aircooling system and facility

for plug and play of electronic devices.

4) On the road side in the open with ordinary sitting facilties.

A pretest of the questionnaire was done with seven respondents after which two

questions were removed from the study which were not in tune to the study. The

questions were:

(3) During the office time do you prefer tea available in the office or fro the

‘Chay Kitli Walas’ outside the office? Please Tick

This question was removed as students were one of the options given in the

Profession related question. Since Students do not work in office the question was

of no use to the students.


(4) I believe that using solar technology for preparing Tea is beneficial to ‘Chay

Kitli Walas’?

The questionnaire does not include the education of the population hence if

somebody who does not know regarding the use of Solar Technology will give a

biased answer.


Final Questionnaire

Questionnaire I am a student of PGDM Evening batch 2010-2013 from ‘Som Lalit Institute of Management Studies’. The purpose

of this survey is for partial fulfillment of PGDM and is purely academic in nature. The information given shall be

kept confidential.

A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers) in

Ahmedabad with respect to 7 P’s of marketing.

1) Name:……………………………………………….

2) Age, please tick

1) 10 years to 20 years 2) 21 years to 30 years 3) 31 years to 40

years

4) 41 years to 50 years 5) above 50 years

3) Area of Residence, please tick.

1) Ahmedabad 2) Other please specify …………………..

4) Sex, please tick.

1. Male 2. Female

5) Do you like drinking Tea? Please tick.

1)Yes 2) No

If yes, proceed further.

6) Please tick your profession?

1. Service

2. Self Employed

3. Student

4. Businessmen

5. Other please specify ……………………………..


7) Annual Household Income per annum, please tick.

1. Below Rs. 1 lac




5. Above Rs. 5 lac

8) How many flavors of Tea are known to you, name and rank?

1.

2.

3.

4.

5.

9) Which make of Tea you prefer the most? Please tick.

1) Machine Made

2) Hand Made

3) Both

10) How many times do you consume Tea in a day? Please tick

1) Once in a day 2) Twice a day 3) Thrice a day 4) More than three times a day

11) If you are served different flavours of Tea other than the regular Milk Tea and

Masala Tea, will you like to try? Please tick

1) Yes

2) No

12) If yes, will you like to drink the following varieties of Tea if available? Please tick

your preferences?

1) Herbal Tea

2) Green Tea

3) Rose Tea


4) Jasmine Tea

5) Ice Tea

6) Amla Tea

7) Nagkeshar Tea

13) Do you think Tea is important for maintaining the vitality of a person? Please

circle the following.


14) Is good quality of Tea an important factor for you to prefer the Tea from the

‘Chay Kitli Wala’? Please circle the following.


15) Economically priced Tea is important to you for consuming Tea at the ‘Chay

Kitli’? Please circle the following.


16) I like drinking Tea at a ‘Chay Kilti’ which is clean. Please circle the following.


17) I prefer drinking Tea from a ‘Chay Kitli Wala’ who is neatly dressed?


18) What should be the ideal price of Tea for a Half cup of Tea available at the ‘Chay

Kitli Wala’?

1) Rs. 3 to Rs.7 2) Rs. 8 to Rs. 10 3) Rs. 11 to Rs. 15 4) Above Rs.15

19) What should be the ideal price of Tea for a Full cup of Tea available at the ‘Chay

Kitli Wala’?

1) Rs. 3 to Rs.7 2) Rs. 8 to Rs Rs.10 3) Rs. 11 to Rs. 15 4) Above Rs. 15


20) Why do you prefer drinking Tea from ‘Chay Kitli Wala’? You can choose more

than one preferences.

1) Refreshment

2) Change of Environment

3) Socializing

4) Break Time

5) To Release Tension

6) None of the above

21) What location of ‘Chay Kitli’ or Tea Stall will you prefer? Please tick.

1) Near the garden

2) Near office

3) On the Road

4) In a building

5) Any where

6) If other, please specify…………………

22) According to you how should be the ideal ‘Chay Kilti’ be like? Please tick your

preference, not more than one.

1) A proper ventilated room type with proper sitting arrangement.

2) A proper ventilated room type, sitting arrangement with Air Cooling system.

3) A proper ventilated room type, music system, Aircooling system and facility

for plug and play of electronic devices.

4) On the road side in the open with ordinary sitting facilties.


Coding Sheet:

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20 Q21 Q22

Sr.No Name Age Are Sex Like Prof inco Flav Make per Try preff Vital Qual Eco Cle Neat pric pric Rea Loc Ideal

1 Basilal 2 1 1 1 2 2 4 2 4 1 1 1 1 3 1 5 1 2 4 5 1

2 Natuna 2 1 2 1 1 5 4 2 2 1 4 1 1 1 1 5 2 4 4 2 1

3 Padmini 2 1 2 1 1 3 3 2 1 1 1 3 3 1 3 3 1 3 2 2 4

4 Sindhu 2 1 2 1 1 1 4 5 1 1 1 1 1 1 1 1 1 3 3 1 4

5 Jyotsana 3 1 2 1 2 3 4 2 2 1 6 2 1 1 1 1 1 3 1 2 1

6 Yoginiben 5 1 2 1 1 4 4 3 2 1 6 1 1 3 1 1 1 2 1 2 1

7 Pushpaben 3 1 2 1 2 1 4 1 2 1 3 1 1 3 2 3 1 2 4 4 3

8 Jignasha 5 1 2 1 1 4 4 2 2 1 2 2 1 2 3 2 2 3 1 3 3

9 Dixit Patel 1 1 1 1 2 1 4 2 2 1 2 2 2 3 3 4 1 1 1 2 4

10 Hardik Chavda 2 1 1 1 1 3 2 2 3 2 0 1 1 1 1 3 1 2 1 2 4

11 Ankit Shah 2 1 1 1 1 4 4 2 2 2 0 3 1 2 1 4 1 3 1 5 4

12 Lokesh Oza 2 1 1 1 1 3 3 3 1 1 3 1 1 3 1 1 2 3 0 2 1

13 Sagar Chaudhary 1 1 1 1 3 1 5 2 3 1 4 2 2 3 2 2 2 3 0 3 4

14 Abhijeet 1 1 1 1 3 5 4 2 1 1 5 3 2 4 4 4 1 2 0 3 4

15 Rakesh Kadiya 2 1 1 1 1 2 4 2 3 2 0 1 1 1 1 3 1 2 2 2 4

16 Bhavin 2 1 1 1 1 2 3 2 3 2 0 1 1 1 1 3 1 2 3 2 4

17 Tushar 2 1 1 1 1 4 3 2 4 1 3 1 1 1 1 1 1 2 2 2 1

18 Kirit 2 1 1 1 3 1 2 2 3 1 3 1 1 1 1 1 1 2 1 3 1

19 Ketan 3 1 1 1 2 3 3 2 4 1 3 1 1 5 1 1 1 3 1 2 1

20 Ajay 2 1 1 1 4 5 2 2 4 1 4 1 1 4 1 1 1 3 6 3 4

21 Rajesh 2 1 1 1 4 3 4 2 2 1 2 2 5 2 3 1 1 2 4 1 3

22 Hanif 1 1 1 1 4 2 2 2 4 2 0 4 1 4 1 5 1 3 3 5 1

23 Rajesh 3 1 1 1 1 3 5 2 4 1 1 3 1 4 1 4 2 3 2 3 4

24 Sanjay 3 1 1 1 2 2 2 1 3 2 0 4 1 5 1 1 3 4 5 2 1

25 Hemant 2 1 1 1 1 2 4 2 4 2 1 1 1 1 1 1 1 3 2 5 1

26 Amar 4 1 1 1 2 2 4 2 4 1 1 4 2 2 1 1 1 3 1 3 1


27 Ishan 2 1 1 1 1 2 1 3 4 1 3 5 5 5 1 5 2 3 2 5 4

28 Hardik Patel 2 1 1 1 2 1 4 2 4 1 6 1 1 1 2 1 2 4 4 2 3

29 Vinay 2 1 1 1 2 2 2 2 2 1 1 1 1 1 1 3 2 3 2 2 1

30 Deepak 2 1 1 1 1 2 3 2 4 2 0 2 4 3 5 5 1 3 1 2 4

31 Gulab 2 1 1 1 1 3 5 3 1 1 2 1 3 2 3 3 1 1 2 2 2

32 Prashant 3 1 1 1 1 3 5 2 1 1 5 3 2 4 2 1 1 3 1 2 4

33 Rizanuddin 2 1 1 1 1 2 2 2 4 2 0 1 1 1 1 1 1 2 1 5 1

34 Hardik Shah 2 1 1 1 4 2 1 2 2 2 0 1 1 1 1 3 1 2 1 5 4

35 Chintan Patel 2 1 1 1 2 3 3 2 1 1 1 3 3 4 2 5 1 2 1 1 4

36 Girish Samtani 2 1 1 1 1 1 1 1 1 1 3 1 1 1 1 1 1 2 1 1 1

37 Nira 1 1 1 1 4 2 1 1 4 1 3 1 3 2 5 3 4 2 1 6 4

38 Sanjay 3 1 1 1 4 3 1 2 3 1 1 1 1 1 1 1 1 2 1 1 1

39 Amol 3 1 1 1 1 1 5 3 2 2 2 2 2 3 1 2 3 3 2 4

40 Alpesh 3 1 1 1 1 5 4 2 3 1 1 2 3 3 4 5 1 2 2 1 3

41 Divyesh Gadhvi 3 1 1 1 1 5 5 2 3 1 4 3 5 5 4 1 1 2 3 2 4

42 Sumit 3 1 1 1 1 5 4 2 2 1 7 3 2 2 1 3 1 1 3 2 4

43 Himmat 3 1 1 1 1 4 4 2 2 1 4 3 1 1 1 1 1 1 3 1 4

44 Uday Kiran 2 1 1 1 1 5 4 2 2 1 1 3 2 1 2 3 1 2 5 1 4

45 Gaurav 2 1 1 1 1 5 4 2 2 1 1 3 2 1 2 3 1 2 5 1 4

46 Nilay 2 1 1 1 1 2 2 2 4 1 6 2 2 3 1 1 2 3 4 3 4

47 Arpit 2 1 1 1 1 5 5 2 4 1 5 2 2 3 1 4 1 1 2 3 4

48 Harsh Thakkar 2 1 1 1 1 3 3 2 4 1 3 3 1 5 1 3 1 2 3 3 4

49 Bhagwat Kansara 2 1 1 1 1 4 5 2 2 1 2 3 3 2 3 3 2 3 3 1 2

50 Dilip 4 1 1 1 1 4 2 2 2 1 2 1 2 2 1 3 1 2 4 3 4

51 Malhar Shah 2 1 1 1 1 5 1 2 2 1 3 3 2 5 1 1 1 2 3 1 3

52 Bhargav Kadiya 2 1 1 2 4 5 4 2 3 1 1 1 1 2 2 3 1 3 4 2 4

53 Samir 2 1 1 1 1 5 4 2 2 2 4 3 3 3 1 3 1 2 1 5 4

54 meghna 2 1 2 1 1 5 4 2 2 2 0 1 1 3 3 3 2 4 6 2 4

55 Rahul Sahrma 2 1 1 1 1 4 5 2 2 2 0 3 3 1 1 1 1 2 2 2 4

56 Veena Butch 2 1 2 1 1 5 3 2 1 2 0 5 1 3 2 4 1 2 3 2 4

57 Minesh 4 1 1 1 4 4 4 2 3 1 3 1 2 3 2 2 3 4 2 5 3


Sarvaiya

58 Ankit Shukla 2 1 1 1 1 4 4 2 2 3 2 3 2 3 2 5 3 2 1 2 4

59 Sanjay Harsh 3 1 1 1 4 3 1 2 3 1 1 1 1 1 1 1 1 2 1 1 1

60 Nitesh Oza 4 1 1 1 1 3 4 3 2 1 1 1 1 3 2 2 1 2 1 2 2

61 Narayan 5 1 1 1 1 5 1 3 2 1 0 1 1 3 1 2 2 3 3 4 4

62 Raju Patel 4 1 1 1 1 3 1 2 4 1 5 1 1 2 1 1 1 2 2 3 1

63 Rajesh Bhavsar 3 1 1 1 1 4 3 3 2 1 1 1 2 2 3 1 2 3 3 2 3

64 Bharat Prajapati 2 1 1 1 2 2 2 2 4 1 1 1 1 1 1 1 1 2 1 3 4

65 Mansukh Thakur 4 1 1 1 2 4 4 3 3 1 5 1 1 3 1 1 3 4 1 2 3

66 Raju Prajapati 3 1 1 1 4 5 2 2 4 1 3 1 1 3 1 1 1 3 2 2 1

67 Nitin Bonde 3 1 1 1 1 5 4 2 2 1 2 1 2 2 1 1 2 3 1 1 3

68 Arun Dhake 5 1 1 1 4 5 4 2 1 1 4 1 2 3 3 1 2 3 3 4 2

69 Vinod Dave 5 1 1 1 4 4 4 3 3 1 2 1 1 3 2 3 3 4 5 1 4

70 Pramod Patel 5 1 1 1 5 1 1 3 1 1 2 1 1 2 3 2 3 4 3 3 4

71 Ghanshyam Shah 3 1 1 1 1 5 2 2 4 1 4 2 1 2 1 1 1 2 3 2 4

72 Asfak Ansari 3 1 1 1 1 3 1 2 2 1 2 3 2 2 5 3 1 2 2 3 4

For Question 8 which is a rank order question following coding was followed:

1) Milk Tea

2) Masala Tea

3) Elaichi Tea

4) Adrak Tea

5) Others
