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AN ANALYSIS OF MARKETING MIX- A CASE STUDY OF COPSY COFFEE

KrishiKosh

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Field Value
 
Title AN ANALYSIS OF MARKETING MIX- A CASE STUDY OF COPSY COFFEE
 
Creator HAWALDAR SUHAS, MAHADEO
 
Contributor VENKATA REDDY, T N
 
Subject coffee, marketing, biological phenomena, productivity, markets, economics, sales, animal husbandry, sampling, beverages
 
Description Coffee is the most popular beverages with over 400 billion cups consumed yearly. There are many brands in coffee business offering range of products as Instant coffee, conventional coffee etc. based on varied and distinct taste of consumers. Bru, Green Label, Nescafe, Cothas etc. are national level brands and few local brands are also present. Copsy Coffee is a local brand promoted by Arehally Coffee Growers Co-operative Society. The present study was conducted to analyse the marketing mix of the Copsy Coffee. The Data was collected from 180 consumers from Hassan, Mysore and Bangalore city using pre tested structured schedule. The brand was launched with much fan fare by endorsing film star Puneeth Rajkumar. Advertisement through TV followed by leaflets was well received by consumers. The society not adopted any sales, pricing and distribution strategies. Taste is the most important factor followed by brand name that influences a consumer‘s brand preference decision and women are the decision maker in the preference of coffee brands. The vast majority of consumers liked taste of Copsy Coffee as most preferred trait, quality as excellent, price as on par with market, rating the overall brand as an excellent. The farmers owned and managed brand lacks business perceptive and well aggressive marketing strategies. The society needs to engage the consultancy services or experienced persons for business solutions and effective promotion of Copsy Coffee, to explore the possibility of expansion.
 
Date 2016-11-15T11:30:40Z
2016-11-15T11:30:40Z
2012-11-17
 
Type Thesis
 
Identifier Th-10422
http://krishikosh.egranth.ac.in/handle/1/85564
 
Language en
 
Format application/pdf
 
Publisher University of Agricultural Sciences GKVK, Bangalore