Consumer Behaviour towards Nescafe: A Survey Analysis

This survey analysis focuses on the consumer behaviour towards Nescafe. It considers different attitudes of the consumers towards Nescafe and how much the consumers are satisfied by it. The survey questions have been developed and data have been collected accordingly. On the basis of the collected data an analysis has been done which helps in the proper identification and understanding of the key factors of the consumer behaviour towards Nescafe.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of Student
Name of University
Author note

2CONSUMER BEHAVIOUR
Executive Summary:
The following discussion focuses on a survey conducted on several consumers of
the popular coffee brand Nescafe. The research has been conducted to determine
the consumer behaviour towards Nescafe. This discussion also considers different
attitudes of the consumers towards the Nescafe and how much the consumers are
satisfied by it. For the survey several questions have been developed and data have
been collected accordingly. On the basis of the collected data an analysis has been
done which helps in the proper identification and understanding of the key factors of
the consumer behaviour towards Nescafe.

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Table of Contents
Research Goal:.............................................................................................................4
Questionnaire:..............................................................................................................4
Selection of Participants:..............................................................................................7
Gathering Data:............................................................................................................8
Summary and analysis of the data:............................................................................11
References:................................................................................................................16
Appendix:....................................................................................................................17

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Research Goal:
It is very important to identify a research goal in order to progress with the
research. It is essential for the research to be conducted in a proper manner. With
regards to this research the goal is to identify and analyse the consumer response
and behaviour towards Nescafe.
Questionnaire:
The preparation of a questionnaire is the primary part of conducting a
research. It is essential for the collection of data and identifying and analysing the
consumer behaviour towards the product.
Question 1:
Nescafe is one of the top coffee brands?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Question 2:
Nescafe provides a richer taste experience than other coffee brands?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Question 3:

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Which product of Nescafe do you prefer?
Nescafe Gold Original
Nescafe Gold Rich
Nescafe Gold Smooth
Nescafe Gold Short Black
Nescafe Gold Black
Nescafe Espresso
Question 4:
How much will you rate Nescafe out of 5?
1
2
3
4
5
Question 5:
Are you aware of the nutritional value of Nescafe?
Yes
No
Question 6:
How often do you recommend Nescafe to others?
Always
Usually
Sometimes

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Rarely
Never
Question 7:
How much Nescafe do you purchase in a month?
A great deal
A lot
A moderate amount
A little
None at all
Question 8:
Does Nescafe affect your health?
Yes
No
Question 9:
What factor of Nescafe appeals to you the most?
Taste
Brand Value
Nutritional Value
Question 10:
Do you think Nescafe plays a major role in a healthy lifestyle?
A great deal
A lot
A moderate amount

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A little
None at all
Selection of Participants:
The survey for identifying and analysing the consumer behaviour towards
Nescafe has been conducted among 16 participants.
Gathering Data:
Question 1:
Options Percentage (%) of
response
No. of respondents
Strongly Agree 50% 8
Agree 18.75% 3
Neither Agree nor
disagree
31.25% 5
Disagree 0% 0
Strongly disagree 0% 0
Table 1: Brand Value of Nescafe (Source: Self- developed)
Question 2:
Options Percentage (%) of
response
No. of respondents
Strongly Agree 18.75% 3
Agree 62.50% 10
Neither Agree nor
disagree
6.25% 1
Disagree 12.50% 2
Strongly disagree 0% 0
Table 2: Taste awareness of Nescafe (Source: Self- developed)

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Question 3:
Options Percentage (%) of
response
No. of respondents
Nescafe Gold Original 31.25% 5
Nescafe Gold Rich 18.75% 3
Nescafe Gold Smooth 12.50% 2
Nescafe Gold Short Black 12.50% 2
Nescafe Gold Black 12.50% 2
Nescafe Espresso 12.50% 2
Table 3: Product awareness of Nescafe (Source: Self- developed)
Question 4:
Options Percentage (%) of
response
No. of respondents
1 (Poor) 0% 0
2 12.5% 2
3 18.75% 3
4 43.75% 7
5 (Excellent) 25% 4
Table 4: Personal rating of Nescafe (Source: Self- developed)
Question 5:
Options Percentage (%) of
response
No. of respondents
Yes 25% 4
No 75% 12
Table 5: Awareness of nutritional value of Nescafe (Source: Self- developed)
Question 6:

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Options Percentage (%) of
response
No. of respondents
Always 18.75% 3
Usually 18.75% 3
Sometimes 43.75% 7
Rarely 18.75% 3
Never 0% 0
Table 6: Recommendation of Nescafe to others (Source: Self- developed)
Question 7:
Options Percentage (%) of
response
No. of respondents
A great deal 12.50% 2
A lot 18.75% 3
A moderate amount 43.75% 7
A little 18.75% 3
None at all 6.25% 1
Table 7: Purchase of Nescafe in a month (Source: Self- developed)
Question 8:
Options Percentage (%) of
response
No. of respondents
Yes 6.25% 1
No 93.75% 15
Table 8: Nescafe’s effect on health (Source: Self- developed)
Question 9:
Options Percentage (%) of
response
No. of respondents

10CONSUMER BEHAVIOUR
Taste 68.75% 11
Brand Value 31.25% 5
Nutritional Value 0% 0
Table 9: Appealing factor of Nescafe (Source: Self- developed)
Question 10:
Options Percentage (%) of
response
No. of respondents
A great deal 6.25% 1
A lot 6.25% 1
A moderate amount 31.25% 5
A little 37.50% 6
None at all 18.75% 3
Table 10: Nescafe’s role in a healthy lifestyle (Source: Self- developed)
Summary and analysis of the data:
The above survey provides a deep insight into the consumer behaviour
towards Nescafe. Nescafe is one of the world-renowned coffee brands in the world
from the house of Nestle (Winchester, Arding and Nenycz-Thiel 2015). However, it is
important to know the consumer’s attitude towards Nescafe and how much they are
aware of the coffee brand.
The following survey reflects that the brand value is quite evident from the
consumer behaviour towards it. 50% of the interviewed consumers strongly agree to
the fact that Nescafe is one of the most popular coffee brands in the world while
another 18.75% also agrees to Nescafe’s popularity as a coffee brand. On the
contrary only a 31.25% of the interviewees expressed mixed reaction about Nescafe
being one of the top brands in the world. However, the most positive fact about the
survey is that none of the interviewees disagreed upon the fact that Nescafe is one
of the popular brands in the world.

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All over the world, Nescafe is known for its rich taste and has a unique flavour
for which it is popular among the consumers. A similar response has been gathered
in the survey regarding the taste awareness of Nescafe. In the survey, 18.75%
strongly agrees to the fact that Nescafe provides a richer taste experience than the
other brands, while 62.50% also agrees to the same fact. On the other hand, 6.25%
of the respondents were of mixed opinions and only 12.50 % of the respondents
have disagreed to the fact of Nescafe providing a richer taste experience. The above
figure highlights the fact that more than 81% of the consumers are more than
satisfied with the rich taste of Nescafe.
In the survey, six most popular Nescafe products have been used in order to
determine which among them has the most popularity among the consumers and
this can help the company to understand the necessary developments they need to
make accordingly (Boztepe 2012). The flagship product Nescafe Gold Original has
the maximum responses, which is 31.25%. The second popular product is Nescafe
Gold Rich which has a popularity of 18.75%. This reflects that Nescafe has a more
popularity in the original flavour of the coffee that it offers to the customers. This is
so, because the other popular products of the Nescafe brand such as Nescafe Gold
Smooth, Nescafe Gold Short Black, Nescafe Gold Black and Nescafe Espresso all
have a similar response of 12.50%. Though these responses add up to be more than
that of Nescafe Gold Original, but it can be considered that the flagship product has
more popularity as a single entity.
The next survey question focuses on a very concise but important aspect that
can determine the overall popularity of Nescafe among the general public (Hosany
and Martin 2012). Instead of specific questions, about different about the different
aspects of Nescafe, this question asks the respondents to give Nescafe a rating from
1 to 5, where 1 represents poor quality and 5 represents excellent quality. Out of the
16 respondents, 25% have rated Nescafe 5 and 43.75% have rated Nescafe 4. On
the contrary, 18.15% of the respondents have rated Nescafe 3 and only 12.5% have
rated Nescafe with 2 points. But the most important factor is that none of the
respondents have rated Nescafe with 1 point. The above data reflects that Nescafe
has a huge popularity among the customers owing to its rich brand value and good
taste. This aspect is reflected as almost 68.75% of the people have given good

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reviews of Nescafe. But it is also important to reflect on the fact that 31.25% of the
customers have provided lower ratings.
It is important to understand what aspect of Nescafe appeal to the customers;
whether the nutritional value or the taste (Mullen and Johnson 2013). In the survey
question which questions the respondents whether they are aware of the nutritional
value of Nescafe while they are purchasing it, 75% of the respondents denied that
they know about the nutritional fact of Nescafe, while a minimum 25% of them
accepted that they try to know the nutritional value of the Nescafe coffee. This data
reflects that most of the consumers are drawn towards Nescafe on the basis of its
brand value or for its taste. The nutritional value of the Nescafe coffee has a very
little role to play in the sales and customer satisfaction as well (Paul and Rana 2012).
Consumer recommendations are one of the prime factors affecting sales of
any product. It is seen that when a consumer is satisfied with the product, it is like
that the product would be recommended to others by the customer (Reed II,
Forehand, Puntoni and Warlop 2012). Of the respondents who were questioned
during the survey 18.75% of the respondents highly recommend the Nescafe
products to their peers while another 18.75% also usually recommends the products
to their peers. There are a large percentage of the respondents comprising of almost
43.75% who sometimes recommend it to their peers. Only a minimum of 18.75%
people rarely recommends Nescafe to their peers. However, the most important
reflection from the data is that no respondent has said that they do not recommend
Nescafe to their peers. On a positive note it can be seen that recommendation plays
a very important part for Nescafe’s promotion, as most of its customers after using
the products recommends to their peers at one time or the other.
It is important to understand how much of the product a consumer purchases
in a month. This factor is important to assess the sales and its corresponding
revenue generation activities. It is also highly helpful in identifying the factors which
can be improved in order to increase the sales in the future (Rucker, Galinsky and
Dubois 2012). In the survey, it has been reflected from the collected data that
12.50% of the respondents buy a great deal of Nescafe in a month and 18.17% of
the respondents also buy a lot of Nescafe in a month. These data reflects that almost
30.67% of the respondents buy Nescafe and consume them in greater quantities. On

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the other hand, 43.75% of the respondents buy a moderate amount of coffee
throughout a month. This data is a good reflection as coffee being a beverage can
be consumed in moderate amounts. Only 18.75% of the respondents buy a little
amount of Nescafe products in a month while a minimum of 6.25% of the
respondents consume Nescafe but do not buy the products every month. This data
again reflects that Nescafe is highly popular among its consumers and make it to the
list of their daily groceries.
A highly popular item like Nescafe which is consumed by many people should
be aware of the fact that whether their products are having an adverse effect on the
health of the consumers (Solomon, Dahl, White, Zaichkowsky and Polegato 2014).
The data reflects that of the total respondents interviewed only 6.25% of the
respondents claim to have been affected by Nescafe while 93.75% of the
respondents believe that their health is not affected by Nescafe. This data is very
important as it shows that Nescafe should not be very much concerned with the
health issues as most of the people are not affected by the Nescafe products.
In the survey, it is also essential to determine the appealing factors of the
Nescafe products. The survey reflects that 68.75% of the respondents agree on the
fact they are attracted to Nescafe because of the rich taste of the coffee that the
company offers. On the contrary, the brand value of the Nescafe plays a secondary
role as it can be seen from the survey that only 31.25% of the respondents are
attracted to the brand value of Nescafe. The results reflect both positive and
negative aspects. The positive aspect is that Nescafe should be assured that they do
not require much improvement in the taste of the products but at the same time
should maintain the quality in the future in order to attract customers. The negative
factor that is reflected in the survey is that very few people are attracted by the brand
value and hence the company should develop their brand value for future
importance.
The last survey question reflects the fact about how the Nescafe products can
affect the healthy lifestyle of a family. It can reflect that this survey has a very mixed
reaction as the consumers are not sure about how Nescafe affects the healthy
lifestyle of the family. The reaction has been distributed among the options and it is
difficult to determine the actual result.

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References:
Boztepe, A., 2012. Green marketing and its impact on consumer buying behavior.
European Journal of Economic & Political Studies, 5(1).
Hosany, S. and Martin, D., 2012. Self-image congruence in consumer behavior.
Journal of Business Research, 65(5), pp.685-691.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior.
Psychology Press.
Paul, J. and Rana, J., 2012. Consumer behavior and purchase intention for organic
food. Journal of consumer Marketing, 29(6), pp.412-422.
Reed II, A., Forehand, M.R., Puntoni, S. and Warlop, L., 2012. Identity-based
consumer behavior. International Journal of Research in Marketing, 29(4), pp.310-
321.
Rucker, D.D., Galinsky, A.D. and Dubois, D., 2012. Power and consumer behavior:
How power shapes who and what consumers value. Journal of Consumer
Psychology, 22(3), pp.352-368.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014.
Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Winchester, M., Arding, R. and Nenycz-Thiel, M., 2015. An exploration of consumer
attitudes and purchasing patterns in fair trade coffee and tea. Journal of food
products marketing, 21(5), pp.552-567.

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Appendix:
1.
Strongly Agree Agree Neither Agree
nor Disagree Disagree Strongly
Disagree
0
10
20
30
40
50
60
Table 1
Table 1
Table 1: Brand Value of Nescafe (Source: Self- developed)
2.
Strongly Agree Agree Neither agree
nor disagree Disagree Strongly
Disagree
0
10
20
30
40
50
60
70
Table 2
Table 2
Table 2: Taste awareness of Nescafe (Source: Self- developed)

17CONSUMER BEHAVIOUR
3.
Table 3
Nescafe Gold Original
Nescafe Gold Rich
Nescafe Gold Smooth
Nescafe Gold Short Black
Nescafe Gold Black
Nescafe Espresso
Table 3: Product awareness of Nescafe (Source: Self- developed)
4.
1 (Poor) 2 3 4 5 (Excellent)
0
5
10
15
20
25
30
35
40
45
Table 4
Table 4
Table 4: Personal rating of Nescafe (Source: Self- developed)

18CONSUMER BEHAVIOUR
5.
Table 5
Yes
No
Table 5: Awareness of nutritional value of Nescafe (Source: Self-
developed)
6.
Always
Usually
Sometimes
Rarely
Never
0 5 10 15 20 25 30 35 40 45
Table 6
Table 6
Table 6: Recommendation of Nescafe to others (Source: Self-
developed)

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7.
Table 7
A great deal
A lot
A moderate amount
A little
None at all
Table 7: Purchase of Nescafe in a month (Source: Self- developed)
8.
Table 8
Yes
No
Table 8: Nescafe’s effect on health (Source: Self- developed)

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9.
Taste Brand Value Nutritional Value
0
10
20
30
40
50
60
70
Table 9
Table 9
Table 9: Appealing factor of Nescafe (Source: Self- developed)
10.
A great deal A lot A moderate
amount A little None at all
0
5
10
15
20
25
30
35
40
Table 10
Table 10
Table 10: Nescafe’s role in a healthy lifestyle (Source: Self- developed)