Consumer behavior regarding the product "Coffee Jacobs"

Introduction Marketing research is about working with people, with their ever-changing needs and desires under the impact of hundreds of factors that are more or less known. Market analysis shows what people wish to purchase, to consume, or to use. As a rule, this means something different from what companies want us to believe, to produce and to sell. It is not enough to must study peoples needs; we should also know peoples desires and aspirations. The main component of marketing research is the study of consumer behaviour. The research of consumer behaviour concerns different attitudes in the process of buying decision, peoples attitude towards information, the choice of the purchase place, fidelity towards the made, getting aware of the price, knowing consumers difficult nature, etc. Consumer behaviour is a complex phenomenon and, at the same time, an interdisciplinary field. The coffee market is a dynamic market due to the numerous mades, to the wide range of assortments and to the high number of people that are more and more sophisticated. There has been lately a trend toward pre-packaged coffee, towards high quality produce and to larger weight coffee packages. I chose that theme because, despite high price at the coffee, Romanians drink more and more coffee. The leading assortment is ground coffee followed by soluble coffee. The intention of the company Kraft Foods is to strengthen the position and image of the coffee market and to achieve the leading position.Thus Kraft Foods Romania decides to have recourse to the services of a firm specialized in marketing research, for the investigation of trademark image among consumers coffee Jacobs. Objectives of the research setting the frequency of consumption of coffee; setting the frequency of purchase for brands Jacobs

Research hypotheses Statements:

A large majority of consumers drink coffee.

Most consumers prefer the brand Jacobs. Statistical :

H0 : Half of consumers drink coffee once a day. H1 : More than half of consumers drink coffee once a day. H0 : 40% from consumers of coffee prefer the brand Jacobs. H1 : More than 60% prefer other brands of coffee .

Methodology of research This study aims at presenting the coffee consumer profile, the way the choosing and purchasing of the different types of coffee on the market is done, and the way coffee made notoriety is determined. The target population consisted of all the people aged over 18 and living in Brasov. The sampling method we used was the quotas method. In applying this method, we started from the characteristics of the target population (e.g. age, sex, occupation, etc.). Sample size varies depending on the thrust threshold and on the accepted error. The way the questionnaire was applied consisted in a field survey, questioning people outside the shops. Questionnaire

1. Are you coffee consumer? a. Yes b. No 2. Which is the main reason for you to drink coffee? a. I think that it keeps me in shape b. Due to peers c. Because of smoking d. I got used to it and I cannot give it away e. Because of stress f.

I like the taste

3. What coffee brand do you drink? a. Jacobs b. Elite c. Tchibo d. Amigo

e. Other ( please specify it)

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4. How often do you drink coffee? a. Once a week or less b. Once at every few days c. Once a day d. Two or more times per day 5. How often do you buy coffee? a. Two or more times a week b. Once a week c. Every two weeks d. Every 3 or more weeks

6. Have promotional campaigns determined you to buy large amount of Jacobs Coffee? a. Yes b. No.

7. When buying Jacobs Coffee do you prefer package of : a. 250g b. 500g c. 1000g

d. More 8. Where do you prefer to serve coffee? (multiple answer) a. At home b. At work c. With friends (At bar, at restaurants, etc.) 9. What kind of Jacobs coffee assortment do you consume? a. Jacobs Coffee Kronung b. Jacobs Coffee Aroma c. Jacobs Coffee Kronung Decaf d. Jacobs instant coffee e. Jacobs Cappuccino Vanilla f. Jacobs 3 in 1 Instant Coffee Latte g. Nescafe h. Other ( please specify it)
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10. Please rank Jacobs brand from 1 to 5 according to your preference (give the rank 1 to the total dissatisfaction and 5 for the total satisfaction) a. b. c. d. e. 1 2 3 4 5

How satisfied are you of Jacobs coffee offered by the? Very Satisfied Satisfied Neutral

Dissatisfied

Very Dissatisfied

11. Arrange the following characteristics of coffee according to their importance to you (1 and 4 the least important) a. b. c. d. Price Quality Diversity Quantity How important are the characteristics of coffee? Least importan Price Quality Diversity Quantity 12. What type of Jacobs Coffee you used in the last 6 months? a. Natural Coffee b. Decaffeinated coffee c. Soluble Coffee d. Ness coffee e. Cappuccino 13. What do you appreciate most about the coffee you buy?
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Unimportan

Neutral

Important

Very Important

a. Flavor b. Taste c.

Strength

14. What determines you to buy a coffee? a. Advertising b. Price c. Packaging d. Brand 15. How interested are you in trying new types of coffee? a. Not very interested b. Very little c. Nor- nor d. Much e. Very interested

16. Would you wish to try the new range of Jacobs Choco and Mint Coffee?

a. Very Likely
b. Likely c. Neutral d. Unlikely

e. Very unlikely
17. What future intentions do you have regarding buying and drinking coffee? a. I will continue to buy only a range of coffee consumption in a usual way. b. I am willing to try other varieties of coffee. 5

c. The increased price might determine me to give up on the preferred range. d. I would quit my favorite coffee range in case of not having the same quality. 18. Who buys coffee in family? a. Husband b. Wife 19. Please state your gender: a. Male b. Female 20. What is your age range? a. 25-34 b. 35-44 c. 45-54 d. 55-64 21. Select the last form of graduate education: a. Gymnasium b. High School c. Post high school d. University e. Master degree f. Ph D degree 22. Which of the following categories of income you fall? a. Less than 1000lei b. 1000-1500 lei c. 1501-2000lei d. More than 2000 RON

Results At present, consumers are masters of their incomes. Social stratification differentiates incomes and determines significant variations of the consumption structure. Knowing the structure
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of the consumers attitude is a good opportunity to investigate the causes determining the acceptance or rejection of a produce. The most important means is researching consumers desires.

Question no. 1 in our questionnaire, Are you coffee consumer? is a filter question. As a result of the answers we got to this question, we could see that 83% of the people we questioned drink coffee and 17% answered they do not drink coffee at all. Thus, the 17 people answering they never drink coffee were removed from the study. The answer to question, How often do you drink coffee? resulted in the following answers: 56% drink coffee of two or more times per day, 34% drink coffee once a day, 8% once at every few days, while 2% drink coffee once a week or less. The answer to the question, Who buys coffee in family? showed that it is the housewife who does it (76% of the cases). As for the question, How often do you buy coffee? 40% of the respondents have answered that, they buy coffee at every 3 or more weeks, 28% have answered that, they buy coffee at every two weeks, and 20% have answered that, they buy coffee seldom. About the amount of coffee bought of people, the figure below shows that 16% of coffee buyers prefer packages of 1000g, 40% of them prefer packages of 500g, 36% prefer packages of 250g, while 8% prefer more .(Fig. 1).

40% 35% 30% 25% 20% 15% 10%

40% 36%

16% 8%

5% 0%
250 g 500 g 1000 g More

Fig. 1. Amount of coffee purchased

The answers to question, Have promotional campaigns determined you to buy large amount of Jacobs Coffee? 62% of the respondents said that the promotional campaigns led to buy a large amount of coffee Jacobs, while 38% said that they usually purchase Jacobs Coffee. The questionnaire showed that 64% of the respondents will continue to buy only a range of coffee what usually consume, 24% of the respondents said that the increased price might determine them to give up on the preferred range, and 12% of respondents could to give up at favorite coffee range in case of not having the same quality.

As for the coffee made, we could see that 48% of the respondents prefer the Jacobs made, 24% purchase the Elita made, 16% purchase the Amigo made, 8% purchase the Tchibo made, and 4% purchase the Amaroy and Lavazza mades (Fig. 2). The answers to question, What do you appreciate most in the coffee you buy?, 50% of the respondents answered it is flavour, 40% answered it is the taste, and 10%

answered it is strength. About the factors who influencing purchase decision, we could see from the respondents answers that 44% of them are influenced by the price, 28% by the brand, 8% by packaging, while 20% of the respondents have admitted that is the advertising. (Fig. 3).
48%

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Elita

24% 16% 8% 4%

Jacobs

Am igo

Tchibo

Other s pecifications

Fig. 2. Coffee mades

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Advertising

44%

28% 20%

8%

Price

Packaging

Brand

Fig. 3. Factors influencing purchase decision

40% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Home, in f amily At the caf / At w ork (school), terrace, w ith the automatic f riends cof f ee

32% 28%

Fig. 4. Favourite place for coffee consumption

The answers to question, Where do you usually have your coffee?, showed that 40% of the respondents answered it is at home, 32% answered they have their coffee with their friends, at coffee shops, on terraces, etc., and 28% of the respondents said they have their coffee at their work place, from the coffee machine (Fig. 4). As for the age of the respondents, we could see that 30% of them are aged 26-34, 24% are aged 18-25, 20% are aged 35-44, 16% are aged 45-54, and 10% are aged above 65. From the point of view of their income, 56% of the respondents earn less than 1,000 LEI /month, 20% earn between 1,000 and 1,500 LEI /month, 16% of the respondents earn between 1,501 LEI /month and 2,000 LEI /month, and only 8% of the respondents earn more than 2,000 LEI /month. Conclusions In order to get higher performances, any company needs a strong consumer-oriented marketing strategy. Therefore, it is very important to monitor and study the consumer behaviour from all points of view: type of consumer, age, sex, occupation, group of appurtenance, personality, culture, etc. the questions marketing operators should use in their studies and shaping of purchase behaviour and consumption behaviour in their attempt to better decide how to react are such questions as Who?, When?, How?, How much?, From where?, How many times?, etc. To have a closer look at the factors influencing the behaviour of the coffee consumer we have carried out the present study by applying a questionnaire to a number of 60 people whose main common feature is that they all live in the city of Brasov. On the ground of this study, we can draw the following conclusions: 83% of the respondents drink coffee, and 17% never; 56% drink coffee of two or more times per day, 34% drink coffee once a day, 8% once at every few days, while 2% drink coffee once a week or less.; 76% of the coffee purchasers are women; 40% of the respondents have answered that, they buy coffee at every 3 or more weeks, 28% have answered that, they buy coffee at every two weeks, and 20% have answered that, they buy coffee seldom. 16% of the respondents prefer packages of 1000g, 40% of them prefer packages of 500g, 36% prefer packages of 250g, while 8% prefer more; 62% of the respondents said that the promotional campaigns led to buy a large amount of coffee Jacobs, while 38% said that they usually purchase Jacobs coffee. 64% of the respondents will continue to buy only a range of coffee what usually consume, 24% of the respondents said that the increased price might determine them to give up on the preferred range, and 12% of respondents could to give up at favorite coffee range in case of not having the same quality. 48% of the respondents prefer the Jacobs made, 24% Elita, 16% Amigo, 8% Tchibo, and 4% Amaroy and Lavazza; 50% of the respondents purchase coffee for its flavour, 40% for its taste, and 10% for its strength; 44% of the respondents are influenced by the coffee price in their purchase, 28% by the brand, 8% by packaging, while 20% by the advertising; 40% of the respondents prefer have their coffee at home, 32% in town, and 28% at the work place; 30% of the respondents were aged 26-40, 24% were aged 18-25, 20% were aged 35-44, 16% were aged 45-54, and 10% were aged above 65.