MBA404 Consumer Behavior: Analyzing Lipton Green Tea with Survey Data

This report analyzes consumer behavior and the factors influencing consumer purchasing decisions related to Lipton Green Tea. It's based on a survey of at least 16 participants who have recently purchased the product. The survey explores consumer perception, attitudes, and motivations, as well as the influence of family, culture, and individual differences. The data collected is analyzed to understand how these factors impact the consumer's decision-making process regarding Lipton Green Tea. The findings discuss the price perception, packaging appeal, product awareness, perceived nutritional value, and the influence of taste, health benefits, and brand name on purchase decisions. This analysis aims to provide insights into how Lipton Green Tea can better understand and cater to its target consumers.

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

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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.

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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

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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.

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Development of the survey instrument
One of the key aspects of the Primary research which is undertaken by the
different researchers is to understand the viewpoint of the different customers and to
gain an analysis of whether the consumers are as aware as they are required to be and
the different factors which influence their purchase. The report is based on the data
collected from a survey and the different responses which have been received. The
findings have been presented in the latter section of the report along with the analysis of
the same. The survey assisted in the understanding of the different view point of the
different consumers and understanding the aspects of the product which provide
adequate satisfaction to the customers. The survey which was formed was mainly
centered on the topic related to the Consume perception, behavior of the consumers,
attitudes and perspectives in relation to the Lipton Green Tea brand. The survey also
intended to understand the influence of the family on the decision making of the
different consumers. The platform of Survey Monkey was made use of to understand
the point of view of the different participants as involved. The questionnaire was based
on a set of 10 questions related to the topic of Consumer perception and based on this,
the survey was distributed among 16 participants. The collection of data was done with
the help of email and message forwards via a link through which the different
participants could fill in the survey and present their opinion in the domain of Consumer
perception, consumer awareness, attitude and the thought process. This data can then
be used further in order to process the information for the benefit of the company –
Lipton Green tea and make accurate decisions.
Administration processes
The procedure of administration can be defined as the process of carrying out
the particular survey. The research methodology can be stated to be related to the
particular research procedure can be stated to be the research methodology. The
research methodology which has been followed in the particular paper is the mixed
approach with respect to which, it can be stated that, the responses as received from
the different respondents will be validated against the theory available in the given
domain on the topic of consumer perception and the behavior of the different
consumers. The sixteen responses which were gathered can be stated to be a fairly

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accurate number of the sample size of the population. Once the particular survey
questions with the particular responses were prepared on the platform of the Survey
Monkey, the questions were reviewed and the survey was distributed among the
different individuals and their responses were collected once the responses of the 16
respondents were received.
Following this, the analysis was started with which tends to help in the formation
of different graphs as well as the charts which help in presenting the data in a visually
appealing manner. This entire procedure went a long way in assisting to understand the
overall consumer perception and behavioral aspects from the direct viewpoint of the
consumers. This consumer perception has an impact on the sales of the company. By
gaining knowledge through the survey the company can bring about a considerable
improvement in its actions which can then influence the overall performance of the firm.
The different components of the Lipton Green Tea could be understood well from these
Reponses and adequate decisions can be made.
Data Analysis
The given section is based on the collection of data from the different sources
and analysis of the data which has been collected. The participants were asked various
questions and their responses were recorded which has contributed well to the overall
research and analysis. The different graphs and related figures have been presented in
the Appendix. The questions as asked in the survey range on topics like the different
preferences of the Lipton tea, its pricing, its taste and the perception of the peers and
family on the particular purchase.
Consumer perception
The consumer perception can be defined as the perception which the different
consumers have about a particular brand as per their understanding and is often
different in the different individuals as present (Lowe and Alpert 2015). Various theories
have been built upon the consumer perception and it states that the different firms need
to be well aware of the perception which is generally possessed by the different
customers which will then help them to serve the audience in a better manner. The

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different questions as centered on Lipton Green Tea, asked the respondents about the
price of the product whereby 20% of the different respondents largely disagreed to it
and around 40% of the different employees were neutral with respect to the given
Reponses. Hence, the different users were not under the belief that the price of the
product was set correct. When these respondents were asked about the appearance
and appeal of the Lipton Green tea with respect to the packaging of the product, 25% of
the respondents strongly agreed to the positive packaging of the product whereas,
around 56.25% of the employees are under the belief that the product packaging is well.
The consumer attitude
The consumer attitude can be rightfully defined as the total of the beliefs,
behavioral aspects and the understanding as possessed by the consumers which then
reflects on the different decisions as being made by them (Hartmann and Siegrist 2017).
In the particular scenario when the different respondents were asked about their product
awareness regarding the Lipton tea, 100% of the responses gave a positive response to
the usage of the product. Hence, in this aspect, the product can be stated to be
particularly popular. When the different consumers were asked about the attitude
whether the tea according to them was the best one of the market, around 50% of the
respondents were likely under the belief that the product was somewhat likely to be the
best product as present in the market. On the other hand, around 20% of the
respondents believed that the product was a best one in the market among the health
beverages.
In the same manner, the customers were asked about the nutrition aspect of the
health drink whereby the response received could be stated to be a mixed one in
nature, whereby around 50% of the respondents did not know much about the nutrition
aspect of the tea whereas only 12.5% of the respondents were under the belief that the
tea had adequate nutrition’s.
Consumer Motivation
The motivation which a consumer derives from the purchase of the product can
be stated to be one of the most integral factors which goes a long way in assisting the
company to decide upon the features and qualities of the different products. The

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motivational aspect forms a crucial part of the product decision of the consumers. It is
only when the product comprises of adequate The motivation based on which the
consumer purchases the product can be rightfully defined as the way in which the
consumer desires a product or also helps in understanding the different reasons based
on which the consumer makes the purchase decision (Baker and Saren 2016). Only
when the product is able to motivate the consumer, can it be successful in the long run.
When the different questions regarding the consumer motivation were asked, it could be
understood that 75% of the population made the purchase of the Lipton Green tea
based on the tastes as well as the health benefit which was provided by the product
whereas around 30% of the respondents purchased it based on the Brand name and
the quantity of the product being provided. Hence, the taste and the health benefit
associated formed a larger part of their purchase.
Group and individual differences
The different group and individual differences in the consumer also often form a
decision factor in the customers and with respect to this, it needs to be understood that
the different members of the society have a strong influence on one another ( Bahl and
Chandra 2018). The paper perception forms a crucial part of the organization and with
respect to the same, when the different respondents were asked about the chances of
the purchase on the peer recommendation, around 43.75% of the employees likely
believed that they would somewhat purchase it based on the paper advice whereby
around 40% of the employees likely believed that they would purchase as per the
advice of the different friends.
Family and lifestyle
An individual is a part of the society and with respect to this, it can be stated that
the family and lifestyle choices as made by the consumers have a strong impact on the
perception of the consumers (Baker 2016). To understand the family and lifestyle
values of the different consumers, the respondents were asked about their consumption
of the tea then, around 18.75% of the respondents stated that they consumed the
product once a day whereas around 25% of the respondents consumed it twice a week.

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On the other hand, the other respondents hardly consumed the product even once a
month.
Culture/ Region
The culture, religion and growth of an individual often has a strong impact on the
purchases of a consumer and with respect to this, it can be largely understood that the
kind of advertisements which the different customers are exposed to forms a major part
of the factors responsible for higher sales (Aschemann-Witzel 2015). When asked about
the appeal of the advertisements, around 50% of the respondents believed it to be
acceptable in nature, whereas 31% of the respondents believed that it was fairly
accurate.
Findings
Hence, it can be stated that from the given analysis, a large amount of data could
be accumulated and a greater insight into the domain of consumer behavior and
perception could be derived at. The findings of the paper can be stated to be as follows:
1. Although the health and fitness industry is a popularly growing industry, very few
customers are under the belief that, the Lipton green tea and other similar brands
would actually benefit them at large.
2. In addition to this, the taste of the tea and the associated health benefits formed
a major share of the belief that the consumers were purchasing the particular
product.
3. The family values, life style and the peer reviews formed a greater share of the
consumer decision and hence, with respect to this, all the different individuals as
present in the company need to aim to ensure that the needs of the target group
are met with.
4. In addition to this, it could also be understood that the method of advertisement
forms some of the most popular ways of promotion for the sale of the product
and around 50% of the respondents gained the knowledge of the product after
the viewed the advertisement of the product on the television.

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5. From the survey it could be understood that in case of the FMCG health
products, the different customers are willing to let go of the price factor and
purchase the product solely based on its quality.
6. Lastly, the findings reflected that, the consumption of the tea by the sample
population was not adequately high.

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References
Aschemann-Witzel, J., 2015. Consumer perception and trends about health and
sustainability: trade-offs and synergies of two pivotal issues. Current Opinion in Food
Science, 3, pp.6-10.
Bagozzi, R.P., Rosa, J.A., Celly, K.S. and Coronel, F., 2018. Marketing-Management.
Walter de Gruyter GmbH & Co KG.
Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer Attitude and
Purchase intention towards' Green'Products. A Journal of research articles in
management science and allied areas (refereed), 11(1), pp.1-11.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Hartmann, C. and Siegrist, M., 2017. Consumer perception and behaviour regarding
sustainable protein consumption: A systematic review. Trends in Food Science &
Technology, 61, pp.11-25.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management:
toward implementing an evolving marketing concept. Journal of the Academy of
Marketing Science, 45(3), pp.377-401.
Kim, E. and Drumwright, M., 2016. Engaging consumers and building relationships in
social media: How social relatedness influences intrinsic vs. extrinsic consumer
motivation. Computers in Human Behavior, 63, pp.970-979.
Liang, S., Zhang, Z., Zhang, Z., Law, R. and Sun, W., 2017. Consumer motivation in
providing high-quality information: building toward a novel design for travel guide
websites. Asia Pacific Journal of Tourism Research, 22(6), pp.693-707.
Lowe, B. and Alpert, F., 2015. Forecasting consumer perception of
innovativeness. Technovation, 45, pp.1-14.

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Pino, G., De Angelis, M., Amatulli, C., Peluso, A.M. and Guido, G., 2016. The Effect of
Touch on Consumer Attitude Towards Autotelic and Instrumental Products.
Shao, W., Grace, D. and Ross, M., 2019. Consumer motivation and luxury
consumption: Testing moderating effects. Journal of Retailing and Consumer
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Villeneuve, J.P. and Pasquier, M., 2017. Marketing management and communications
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Yang, H., Stamatogiannakis, A. and Chattopadhyay, A., 2015. Pursuing attainment
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motivation. Journal of Consumer Research, 42(1), pp.93-108.

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Appendix
Questions
1. Have you tried Lipton green tea?
Options: Yes /No
2. Why do you purchase the tea?
Options: Taste/Price/Quantity/ Brand name/ packaging/health benefits
3. Do you believe that the pricing of the product is set right?
Options: 1-5
5-Strongly Agree
1: Strongly disagree
4. How often do you consume the product?
Once a day
Twice a day
Once a week
Twice a week
Others
5. Do you purchase the product based on peer advice?
Very likely/Likely/Neutral/Unlikely/ Very unlikely
6. How would you rate the advertising of the Lipton green tea?
Options: 1-5
5-Very Good
1: Very Poor
7. How would you rate the nutrition aspect the tea and its health benefits?
Options: 1-5
5-Very Good
1: Very Poor
8. From where do you get the info about the product the tea?
Newspaper/ Social media/ TV/ Radio/others / friends

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9. How likely will you rate the Lipton green tea as the best health beverage in
the market?
Very likely/ likely/ neutral/ Unlikely/ Very unlikely
10. Do you think that tea has a sound packaging and appeal?
Strongly agree /Agree / Neutral/ strongly disagree/ Disagree
Graphs and Tables

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