Understanding Consumer Perception and Motivation towards Lipton Green Tea

Running head: LIPTON GREEN TEA
LIPTON GREEN TEA
Name of the Student
Name of the University
Author Note

1LIPTON GREEN TEA
Executive Summary
The consumer view and perception forms an integral aspect of the organization and
with respect to it, one can understand that if any company wants to attain success in the
long run, it would be required to engage in a considerable and long term relationship
with the consumers. This is only possible, when the firm will be able to understand the
factors in a product which motivate the different consumers and influence them to make
purchase of the product. Hence, it can be stated that the primary focus of the report was
to highlight those factors which largely influence the consumer motivation, attitude and
beliefs with special reference to the case of Lipton Green tea. The report is based on a
survey collected and the findings and analysis have been presented accordingly.

2LIPTON GREEN TEA
Table of Contents
Purpose............................................................................................................................3
Development of the survey instrument.............................................................................4
Administration processes.................................................................................................4
Data Analysis................................................................................................................... 5
Consumer perception...................................................................................................5
The consumer attitude..................................................................................................6
Consumer Motivation....................................................................................................6
Group and individual differences..................................................................................7
Family and lifestyle.......................................................................................................7
Culture/ Region.............................................................................................................7
Findings............................................................................................................................8
References.......................................................................................................................9
Appendix........................................................................................................................ 11
Questions................................................................................................................... 11
Graphs and Tables.....................................................................................................12

3LIPTON GREEN TEA
Purpose
The consumers can be considered to be an integral part of the society and it is
with respect to this that it becomes considerably important for the business in the
competitive business environment to ensure that they are successfully being able to
adhere to the needs of the customers and understand their demands which will go a
long way in assisting the business to earn considerable fame and popularity along with
high sales (Aschemann-Witzel 2015). A customer takes a considerable amount of time
before making any decisions and hence, it should be the ulterior motive of the business
to see to it that the, organization is able to track and underline the consumer motivation,
attitude of the customers, their values and differences so as to gain a better picture.
Once the organizations will be able to carry out the particular activity in a perfect
manner, only then the firm will be able to ensure that it attains success in the long run.
It is a common fact that the product which an organization aims to purchase, should
have aspects which will motivate the different consumers and help them in making a
decision regarding the quality and price. Once any company gains an idea of the
aspects which work well for the customers, then the organization will be successfully
able to ensure that the firm is able to develop the different products based on the
particular aspect and ensure long term success with respect to the same. The main
purpose of the given report is to highlight the case of the Lipton Green Tea Beverage
and understand the manner in which the Lipton green tea has had an impact on the
different target consumers. The Lipton Green tea is a highly popular health beverage
which has become a sensation around the globe due to its associated health benefits.
As the fitness industry has been striving successfully, the demand for the green tea has
been increasing.
The paper aims to understand which factors help the different consumers to
make the particular purchase and how do these factors help in the overall revenue
scenario of the organization at large. The paper is based on a survey, the questions and
results of which have been attached in the Appendix. Along with this, the data received
from the different respondents will be used in the Data Analysis and Findings section to
understand the overall behavior of the consumer.