1. A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers)
in Ahmedabad with respect to 7 P’s of marketing.
In Partial Fulfillment Of Post Graduate Diploma in Management
Submitted By:
Mayank Sarode
Roll No. 17,
PGDM –Evening Batch -2010-2013
Som Lalit Institute of Management Studies
Guided By:
Dr. Shrikant Rakhe
Faculty – Consumer Behaviour & Advertising Management
Som Lalit Institute of Management Studies
SOM LALIT INSTITUTE OF MANAGEMENT STUDIES
St. Xavier’s Corner, University Road, Navrangpura, Ahmedabad380009.
Approved by AICTE
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2. DECLARATION
I, Mayank Sarode, student of PGDM-Evening Batch-2010-2013,
Som Lalit Institute of Management Studies, hereby declare that the
Project titled, A Study of the growth pattern of “ Chay Kitli Walas”
(Tea Makers) in Ahmedabad with respect to 7 P’s of marketing, is an
original work and same has not been submitted to any other institute
for award of any degree. The feasible suggestions have been duly
incorporated in consultation of guide.
Date: 8th April, 2013
Place: Ahmedabad
______________________
Mayank Sarode
(Roll no. 17)
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3. AUTHENTIFICATION CERTIFICATE
This is to certify that the Grand Project
On
A Study of the growth pattern of “ Chay Kitli Walas” (Tea Makers)
in Ahmedabad with respect to 7 P’s of marketing.
By
Mayank Sarode
To
Som Lalit Institute of Management Studies
is in requirement of the partial completion of PGDM Program
Date: 08/04/2013
___________________
(Dr. Shrikant Rakhe)
Faculty-CBAM
PGDM (Evening)
SLIMS
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4. ACKNOWLEDGEMENT
A Project usually falls short of its expectation unless guided by the
right person at the right time. Success of a project is an outcome of
sincere efforts, channeled in the right direction, efficient supervision
and the most valuable professional guidance.
This project would not have been completed without the direct and
indirect help and guidance of such luminaries. They provide me with
the necessary recourses and atmosphere conductive for healthy
learning and training.
At the outset I would like to take this opportunity to gratefully
acknowledge the very kind and patient guidance I have received from
project guide Dr. Shrikant Rakhe. Without his critical evaluation and
suggestion at every stage of the project, this report could not have
reached its present form.
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5. I would like to extend my gratitude towards, The Course Co-ordinator
of PGDM, Professor Rakesh Shastri, for his moral support required
for the realization of this project report.
Lastly, I would like to thank all those who have directly or indirectly
contributed to this project.
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6.  Table of Content
Sr. No
1
2
3
4
5
6
7
8
9
10
11
Name of the Chapter
Abstract
Introduction
Literature Review
Rationale and Objective of Study
Research Methodology
Research Objectives and Goals
Research Objectives and Goals were
Research Design
Data Collection Method
Sampling Technique
Sampling Plan
Sample Population
Data Analysis
Conclusions
Limitation of Study
Further Scope of Study
Possible Contribution of Study
Recommendation and Suggestion
Bibliography
Appendix
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7
8
19
21
23
23
23
24
26
27
27
27
28
74
75
75
76
79
80
81
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7.  Abstract
The Tea that is consumed by most of the people of India is also a major source of Income of
the for the ‘Chay Kitli Walas’ of Ahmedabad.
The ‘Chay Kitli Walas’ are a part of the unorganized sector and doing their business in
Ahmadabad. The market of the ‘Chay Kitli Walas' is highly fragmented and also the
customers are becoming more demanding and concerned regarding the quality of the product
being provided by the vendors of the unorganized sector.
In the present situation the ‘Chay Kitli Walas’ business is highly fragmented and requires a
study of the various factors responsible for the growth of the business in the Ahmedabad
city. Also Customer preference of a particular ‘Chay Kitli Walas’ is affected due to the lack
of proper cleanliness, lack of quality and variety of products and flavours.
This study being exploratory and descriptive in nature has focused on identifying the factors
related to the business of the ‘Chay Kitli Walas’ of Ahmedabad and found out certain factor
like the Quality, Vitality, Price of the Tea being served is important for sustaining and
growth of the ‘Chay Kitli Walas’ of Ahmedabad.
Also the various correlation of the factors taken under the consideration is explained in the
analysis and the conclusions based on the findings of the data analysis are done.
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8.  Introduction:
‘Strangely Enough the humanity has so far met in the Tea-cup. IT is the only Asiatic
Ceremonial that commands universal respect. The white man has scoffed at our religion and
our morals, but has accepted the brown beverage without hesitation.’Source: the Book Of Tea By
Okakaru-Kakuzo.
‘It is hygiene, for it enforces cleanliness; it is economics, for it shows comfort in simplicity
rather than in the complex and costly; it is moral geometry, in as much as it defines our sense
of proportion to the universe. It represents the true spirit of Eastern democracy by making all
its votaries aristocrats in taste.’ ’Source: the Book Of Tea By Okakaru-Kakuzo.
So rightly said by Okakaru-Kakuzo who was lover of religion and Tea and held Tea drinking
and the Tea Ceremony of Japan in high respect and also admired the true human spirit of
freedom and joy.
One good legacy that the Britishers left behind after the Independence of India to which no
body will object is the legacy of Tea.
Tea was an accidental discovery by the Englishman Major Robert Bruce in 1823 during his
visit to a Shingpo King and was offered Tea to drink.Source: http://teatourindia.com/tea-history.html
The drinking of tea not only became a social event for the upper classes, it altered the time
and manner in which they took tea. Afternoon Tea became the bridge between meals because
many wouldn't eat their evening meal until maybe 8pm. As such, Afternoon Tea became a
‘mini meal' in itself.
This was all well and good for the upper classes, but the working classes ran to a different
schedule and a different budget. Tea was still quite expensive at the time and the working
classes could not afford to waste it on anything other than necessities. A wearied factory
worker wouldn't arrive home until six in the evening, and when he did, he was famished!
Thus, in the industrial areas of the UK (northern England and southern Scotland), the
working classes evening meal evolved: high tea.
English High Tea usually involved a mug of tea, bread, vegetables, cheese and occasionally
meat. Variations on high tea could include the addition of pies, potatoes and crackers.
So while Afternoon Tea was largely a social event for their upper class counterparts, high tea
was a necessary meal in the eighteenth and nineteenth centuries. This traditional high tea still
exists for some parts of the North and Scotland.
Source:http://www.afternoontea.co.uk/index.php?option=com_content&task=view&id=838&Itemid=36#.UUv_bBdTAqM
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9. Thus the British High Tea which was a social gathering and part of the routine upper-class in
England, over a period of time has percolated to all the classes of society irrespective of class
and religion in India.
The High Tea has lost it’s purpose in today’s fast moving world. Though the purpose of
drinking the Tea more or less hovers around social gathering and enjoyment.
 Problem Definition:
In the present situation the ‘Chay Kitli Wala’ business is highly fragmented and requires a
study of the various factors responsible for the growth of the business in the Ahmedabad
city. Also Customer preference of a particular ‘Chay Kitli Wala’ is affected due to the lack
of proper cleanliness, lack of quality and variety of products and flavours.
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10.  History of Tea
“Tea” is the integral part of Indian Tradition. “Tea” has a very wonderful history of it’s
discovery nearly 5000 years old. Tea is the most preferred drink among most of the Indians.
The “Tea” has a unique culture or “Teaism” evolved among various countries of the world.
Be it summer or bitter cold, Tea is there for young and the old. In India Tea is served as
cultural drink to the guest and also a part of routine consumption outside home.
India is the second largest producer of Tea in the world next to China.
“Approximately 950 million kilograms is produced by India. The Tea Industry in India is
about 19500 crore rupees and expected to grow at a compounded annual growth rate of 25 %
per annum to Rs 33000 crores till the year 2015 according to ASSOCHAM December 2011
report. Tea may also be called the national drink of India as 25 % of the global Tea produced
is consumed by India alone. According to the ASSOCHAM Secretary General D. S. Rawat,
90 percent of the Indian households are regular Tea drinkers and Tea is economic is price,
affordable and addictive in nature.”
Source: Article dated 26th April 2012 Food Service India Edition, March-April 2012, Tea Time by Varun Jain.
The Japanese have their unique way of consuming Tea and so have the Chinese. The taste
and flavor of the Tea may be different, but the urge for Tea remains the same among the Tea
lover or consumers all over the world. The word Tea is derived from the ancient Chinese
dialect TChai, Cha or Tay used to describe the Tea Leaf. Many books have been written on
the process of growing and manufacturing Tea.
The Tea was accidentally discovered in 2737B.C. by Emperor Shen Nong who was a great
Chinese Scholar and Herbal Specialist. Source: http://www.chcp.org/tea.html, article on web by L.K.Yee.Shen
Nong while traveling to a distant place in China along with his troops felt thirsty. He ordered
his servants to bring some water. Shen Nong had laid very hygienic practices for eating food
and drinking beverages. As per the instructions the servants boiled the waters and served it to
the king and his companions. The Emporer found the water to have strong aromatic essence
and felt to find out the reason for the aromatic flavour and essence. The emperor felt
rejuvenated by the drink. This eventually led to the discovery of the Tea.
Till 300 A.D. Tea was consumed as the medicinal drink. After 300 AD Tea became a regular
drink for most of the Chinese.The Song and the Tang Dynasty made a significant
contribution towards making Tea a popular drink among the Chinese people. In 780 AD
during the Tang Dynasty a scholar named “LuYu” studied the process of planting,
processing, tasting and brewing of Tea and wrote a first authentic book on Tea called the
“Cha Ching” or “The Tea Classic”. Source: http://www.chcp.org/tea.html, article on web by L.K.Yee
Thus Tea drinking reached a high status in China. For the first time the art of drinking tea
was developed by the Chinese people.
The Song dynasty added further value to the Tea culture by encouraging various poems,
songs, paintings on Tea.
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11. The Yuan and Qing dynasty further contributed to the Tea manufacturing and the existing
tradition by further simplifying the way of growing tea, processing tea and making tea more
flavored.
During the 900 AD the Chinese culture of Tea consumption spread to Japan in the form of
Japanese cultural tradition of Tea Ceremony called “Chanoyu”. The Tea tradition later spread
to Europe in the 1600 A.D. Tea was introduced to England during 1669 AD. Tea was
discovered in India during the British Rule in India.
Source: http://www.2basnob.com/tea-history-timeline.html
“ The Tea plant’s scientific name is Camellia Sinensis and it is indigenous to China and parts
of India. The tea plant is an evergreen shrub that bears fragrant white, five-petal flowers. Tea
is plucked as young leaves and leaf buds from the tea plant when young. Two main varieties
of Tea are found and cultivated Camellia Sinensis Sinensis, a Chinese plant with small
leaves, and Camellia Sinensis Assamica, an Indian plant with large leaves. Hybrids of these
two varieties are also cultivated. The “herbal tea” as it is known is technically a mixture of
flowers, fruit, herbs and spices.”
“Today more than 1500 varieties of Tea are available and cultivated in more than 25
countries of the world.”
Source: http://www.chcp.org/tea.html, article on web by L.K.Yee
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12.  The Current Scenario:
India is a large country and so is the demand of the country people for food consumption.
The food consumption pattern of the Indian population is about to increase to 12,430 billion
INR by 2013. And what people of India require is more quality food that is nutritious and
well processed.
The F & B industry can be divided into three categories as follows:
1) Agricultural & Horticultural Produce
Fruits, nuts, grains, milk, meats, poultry, fish, seafood, herbs and other crops
2) Processed foods and beverages
Packaged Staples, alcoholic beverages, dairy products, baked goods, non alcoholic
beverages like juices, cola and other health drinks) tea, coffee, confectionary
3) Food and beverage Retail
It consists of both organized and unorganized sector where in the unorganized sector
dominates with 84 % of market share.
The unorganized sector consist of a large number of vendors in the form of dhabas, street
stalls, halwais (sweet shops), road side vendors and food carts.
The F & B service provides direct and indirect employment to a large Indian population.
There are approximately 5 million workers in the F & b service Industry in addition to 10
million street vendors in India.
The F & B food service industry currently contributes 11.91 billion INR tax revenue to the
government of India and has a potential to grow at 41.69 billion INR. The food industry is
bound to increase by 5-6% per annum with a total revenue upto 464.9 billion INR.
Only 16 % of the F & B food service industry is organized which is about 108.11 billion INR
in India. The growth is at a 25% compound annual rate. The major contributor being the
unorganized sector amounts upto 248.5 billion INR lacks in the technical skills, a proper
structured supply system and proper accounting standards.
Source: Athena Infonomics India Pvt. Ltd.
 Scenario in Ahmedabad District:
According to Dr. Suhas Kulkarni Medical Health Officer Ahmedabad Municipal
Corporation, Central Government of India had implemented the Food Safety and Standard
Act in August 2011due to which the AMC was suppose to register all the food vendors
including the organized and the unorganized vendor in the city. According to Dr. Suhas
Kulkarni due to the Prevention Of Food Adulteration Act,7000 Vendors were registered in
Ahmedabad. Under FSSA, 35000 such vendors are to be registered. Till date only 4000
vendors have been registered by the AMC.Source:http://www.dnaindia.com/ahmedabad/report-few-vendorsin-ahmedabad-want-fssa-licences-1714073
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13. Vendors incomes support a complex network within the urban value chain. Customers are
mostly households or other small businesses, but vendors also act as outlets for larger
concerns eg: shops and wholesalers. Most depend on passing trade, which means they cannot
easily move to other locations. Markets are very specialist in their offer, forming different
nodes in the supply chain.The overall value of street vending to the urban economy is
significant, although difficult to calculate because of uncertainties in income data and
numbers of street vendors. However, the research estimated that the 3,500 vendors in 1,400
businesses operating in Bhadra at the time of the survey produced an annual turnover of
around Rs. 95 crore or US$19million (Jajoo 2011). The overall value of street vending to the
urban economy is likely to be much larger. Source: Working Paper 2 Law, Rights and Regulation in Informal
Economy, July 2012.
This also points towards the underlying possible business potential of unorganized business
in Ahmedabad including the “Chay Kitli Walas” .
 Definition of Vendor:
According to the National Policy on Urban Street Vendors, 2009,“A vendor is the person
who offers goods or services for sale to the public in a street without having a permanent
built up structure.” There are three basic categories of street vendors: (a) stationary; (b)
peripatetic and (c) mobile. Stationary vendors are those who carry out vending on a regular
basis at a specific location, e.g. those occupying space on the pavements or other public
places and/or private areas either open/covered (with implicit or explicit consent) of the
authorities. Peripatetic vendors are those who carry out vending on foot and sell their goods
and services and include those who carry baskets on their head/slung on their shoulders and
those who sell their goods and pushcarts. Mobile street vendors are those who move from
place to place vending their goods or services on bicycle or mobile units on wheels, whether
motorized or not. They also include vendors selling their wares in moving buses, local trains
etc.
The “Urban Street Vendor” broadly covers all the vendors including the “Chay Kitli Walas”
carrying out their business in the Urban Areas.
In this policy, the term “Urban Street Vendor” incorporates all other local/regional specific
terms used to describe them, such as Hawkers, Pheriwallas, Rehri-Patri wallas, Foothpath
Dukandars, Sidewalk traders, etc. Source: National Policy on Urban Street Vendors, 2009. Government of India,
Minsitry of Housing & Urban Poverty Alleviation. The definition of Vendor clearly specifies that the
“Chay Kitli Walas” are a legitimate part of the organized retail business and contribute
positively towards the economic growth of the country at a micro level.
Hence Government of India has made certain rules and regulations for the authorized sell of
the products by these micro-entrepreneurs through various local and state government level
Agencies or corporations.
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14.  The Current Players:
There are not many tea bars in India currently that fit this bill, but those which do include
names like Passion – My Cup of Tea in Delhi; Tapri in Jaipur; Infinitea,Chaipatty, and Chai
Point in Bangalore; the Tea Junction in Kolkata; Tea Pot in Cochin; Tea Centre in Mumbai;
and, the Cha Bar chain run by the Kolkata-based Oxford Book Store at its master book shops
all over the country. Apart from these, there are many lesser-known regional players. At the
national level, the modern phenomenon of tea bars is mostly confined to a handful of players
in metros such as Mumbai, Delhi, Bangalore, Chennai, and Kolkata. Says Parag Desai,
Executive Director, Sales and Marketing, Wagh Bakri Tea Group: “There are not many tea
bars in the country at present. Many open up now and then, but most do not have proper
resources and shut down soon. The kind of passion entrepreneurs should have towards
running a tea bar is missing and that is actually the reason why we don’t see a lot of them
coming up in India.”
Source: Food Service India Edition, March-April 2012
The well known player in the Ahmedabad city is the ‘Lucky Tea Stall’ located near the ‘Sidi
Saiyed Ni Jali’, Lal Darwaja Area.
The ‘Lucky Tea Stall’ delivers excellent service and value to it’s customers. Even famous
world reknowned painter like Maqbul Fida Hussain was fond of the Tea served at the Lucky
Tea Stall and most of the time he never missed to spend his time at the Lucky Tea Stall
whenever he visited in Ahmedabad.
Maqbul Fida Hussain had his ancestors buried in the grave yard of Saraspur and thus knew
regarding the ‘Lucky Tea Stall’ of Ahmedabad. Maqbul Fida Hussain as a token of respect
gifted a painting to the owner of the ‘Lucky Tea Stall.
The painting depicts a scene from the Arabian Nights. There are two camels and a castle-like
construction in the foreground, and a desert in the backdrop. “The painting reminds of an
oasis in the desert. I think Husain must have found Lucky Tea Stall like an oasis of
peace.”source: http://www.dnaindia.com/india/report_he-went-fida-over-tea-the-tea-stall-got-lucky_1553242
If Maqbul Fida Hussain would not have got the perceived value of tranquility and peace like
that of a king sitting in his palace while being
in the busiest place of the city like Lal
Darwaja during his visit at the ‘Lucky Tea Stall’ the painting given by him might had been
something different than what it is.
This shows that how creation of value through the product, place, people, infact from all the
7p’s of marketing makes an ordinary business, an extraordinary one with respect to its
competitors.
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15.  The Seven P’s of Marketing:
The seven P’s of marketing are very important from the point of view of business. The
success of any business especially at a micro level critically depends upon the proper
management of the 7 P’s of marketing.
The seven P’s of Marketing as per Philips Kotler are as follows:
1) Product
The ‘Chay’ is a product which generally everybody likes to have any time of the day.
There may be different time at which people like to have Tea. But the common
feeling and value derived is of social gathering and satisfaction.
There are more than 40 to 45 varities of Tea being served at some of the Tea
Lounges in India. This shows that increasing the number of offerings and innovation
is necessary for the ‘Chay Kitli Walas’ of Ahmedabad.
The importance of having variety of products is evident from this statement, “We
wanted to do tea and not coffee because the potential lying under ‘thadi’ [local tea
stall] has still not been recognized in India. We were totally fixated on opening up a
‘chai ki dukaan’ and were sure of setting up a new trend – in this I think we have
succeeded,” says Bohra of Tapri which sells 40 types of tea in Jaipur and is planning
to open a second outlet in few months. Source: Article dated 26th April 2012 Food Service India
Edition, March-April 2012, Tea Time by Varun Jain.
2) Price
The price of a cup of Tea depends on the quantity served. For a half cup of Tea
approximately 30 ml to 50 ml Rs. 6 per cup is charged. For a full cup of Tea
approximately 60 to 90 ml Rs. 12 per cup is charged.
3) Place
The place is of utmost importance in this business. Generally the ‘Chay Kitli’ near the
corporate offices, colleges and the places where is there is more foot fall are earning
more than those at distant and lonely places.
The major vending areas of Ahmedabad are Bhadra, Delhi Darwaja, Kankaria Lake,
Jamalpur Market, Parasnagar Market and Khodiyarnagar.Source: Working Paper 2 Law, Rights
and Regulation in Informal Economy, July 2012. Apart from this the ‘Chay Kitli Walas’ are
found equally among all the areas of Ahmedabad irrespective of the earning capacity
or density of the population. So it becomes easy for research.
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16. 4) Promotion
The promotion in this business is generally word of mouth based. No ‘Chay Kitli
Wala’ of Ahmedabad is engaged in the promotion of his/her business due to high cost
of investment. Also the product is so generic that it does not require any sort of
promotion but yet if efforts are made by the ‘Chay Kitli Walas’ to promote
themselves then it may be possible for them to increase the footfall at their particular
Tea Stall.
5) People
Ahmedabad is the seventh largest metropolis in India, and the largest of the State of
Gujarat, with an estimated population of 6.35 million in 2011 and an urban area of
over 450 sq km. Gujarat is the second most industrialized, fourth richest and third
most urbanized state of India. Central Ahmedabad, administered by Ahmedabad
Municipal Corporation (AMC), had a population of 5.5m in 2010. Greater
Ahmedabad includes the new state capital of Gandhinagar, and the AhmedabadUrban
Development Authority (AUDA) areas. Ahmedabad is an industrial heartland
specializing in chemicals, textiles, drugs and pharmaceuticals, with major investment
in urban projects such as the Sabarmati Riverfront, the Bus Rapid Transit System
(BRTS), and the Gujarat International Finance Tech City (GIFT) Source: Working Paper 2
Law, Rights and Regulation in Informal Economy, July 2012 .
The demographics of Ahmedabad is constantly increasing and so is the importance of
the microentrepreneurs like the ‘Chay Kitli Walas’ who are an important component
of the urban retail trade of Ahmedabad.
6) Process
The process of making Tea and serving is very conventional and there is need of
technology to take part in the development of the business of the ‘Chay Kitli Wala’ of
Ahmedabad.
7) Physical Evidence
The packaging /physical evidence is very raw and needs to be given a professional
look so as to please the customers at the ‘Chay Kitli’
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17.  The Format of Indian F & B Service Outlets
The table below represents the various formats of retail used by the both unorganized and
organized sector. It is very clear from the above information that the 7 p’s of marketing are
well addressed in the organized retail as compared to the unorganized retail. Yet
Unorganized retail leads the 84 % of the market. This shows how much scope of business
potential is there in the both the organized and unorganized retail.
Indian F & B Food Service Formats
Unorganised
(84%)
Sector
Type
Dhabas: Often referred to as
rural India’s fast food joints,
these are located street side, at
truck stops, and along
highways.
Typical
fare
includes spicy Indian food
and snacks, lassi, and chai.
Characterised by tandoors (pit
oven) and chaarpais (cots),
dhabas offer the authentic,
raw Indian experience.
Halwais: Confectioners and
sweet-makers found mainly in
north India. The name is
derived from the word halwa,
a popular sweet made of
flour, ghee, sugar, almonds,
and raisins. Typical fare
includes mithai (sweets) like
laddus and burfi and savoury
snacks like samosas and
pakoras.
Food carts and trolleys:
These are stand-alone units
run by individuals and
typically sell street food and
snacks such as grilled corn,
boiled or roasted peanuts,
Description
Organised Sector (16%)
Examples
Fine Dining: Offer finest in food,
service, and ambience; high
priced; staff highly trained;
usually located in luxury hotels in
metropolitan cities
Taj Hotels, The Leela Hotels, Oberoi
Hotels, Sheraton Hotels
Casual: Offer moderately priced
SaravanaBhavan,
some also provide takeaway and
home delivery
Street,Chili’s, Great Kabab Factory,
California Pizza Kitchen,Hard Rock
Cafés, Sbarro, Yellow Chilli,
SpaghettiKitchen,
Noodle
Bar,
Bombay Blue, Copper Chimney
Also called fast food joints; serve
processed foods fast at low prices;
typical menu items include
burgers,pizza, milkshakes, French
fries; minimal table service;also
provide takeaway and home
delivery
McDonald’s, Nirula’s, Taco Bell,
KFC, KaatiZone, Pizza Hut,
Domino’s, Haldirams, Papa John’s,
Subway,Quiznos, Café Darshini,
South Thindies, Rasna’s Devil’s
Workshop, Bikanervala, Wimpy,
Adiga, Faaso’s
Outlets serving range of coffee
and other hot and cold drinks,
quick bites such as pastries and
sandwiches,drinks, quick bites
such
as
pastries
and
sandwiches,and breakfast
Casual or upscale establishments
serving alcoholic beverages and
food
Café Coffee Day, Barista, Costa
Café, Starbucks,Brahmin’s Coffee
Bar, Gloria Jean’s, Coffee Bean and
Tea Leaf, Dessert Café, Chai Point,
Au Bon Pain, Le Pain Quotidien,
Cinnabon, Dunkin’ Donuts
Mai Tai, Shiro, Aer, Aurus, Dome,
Wink, Mocha,Esocobar, Vie Deck
and Lounge, Enoteca, Flame Le
Club, Leather Bar, Zara Tapas,
Gallop, Bike and Barrel,Poker,
Provogue, Geoffrey’s
T.G.I.
Friday's,
Full Service food,
casual Punjab Grill, Zambar,FresCo, Asia 7,
Restaurants
atmosphere, quick table service; Street Foods of India, Baker's
Quick Service
Restaurants
Bars
and
Lounges
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18. chaat, paubhaji, idlis, fruit
juices, and samosas. They are
more commonly found in
busy streets and tourist spots
and tend to move around.
Outlets usually exclusively selling
ice cream, gelato,sundaes and
shakes, sorbet, and frozen yogurt
Haagen-Dazs, Hapinezz (Vadilal),
Movenpick,Swensen’s,
Baskin
Robbins, Amul, Hatsun’sIbacco
(formerlyArun), Natural Ice creams,
Kwality, Pinkberry
Roadside hawkers/vendors:
These are found at street
corners and usually set up
shop at the same location
every day. These vendors sell
street foods, juices, lassi, ice
cream, snacks, and cater to
low-income populations who
want a quick bite on the go.
Stores usually exclusively selling
fresh and bottled fruit and
vegetable juices, smoothies, and
juice blends; some also sell soups,
salads, and wraps
HAS Juice Bar, Tropical Smoothies,
Amoretto,Evolution Fresh (from
Starbucks)
,
Juice
Lounge,
BlendzJuice Bar, Fruit Shop On
Greams Road, Booster Juice
Small
standalone
structures
dispensing quick snacks and
drinks; typical items include
wraps, Indian snacks, sugarcane
and fruit juice, Chinese food,
corn,ice cream, salads; commonly
found in public spaces like
shopping malls
A designated area in large public
places (shopping malls, airports,
hospitals, offices) with several
quick service brands serving food
at designated stalls
Salad Chef, Big Mos' Rolls and
Wraps, Yo China, Chai Garam,
Chokola, Candy Treat, Sweet World,
Mr Orange,VadaaPaa, Burgerman,
Nirula's
Express,
Go
Chatzz,GoliVadaaPav,
Cane-o-la,
Petawrap,
Café
Coffee
Day,Chamosa, Gelato Italiano
Comesum, Spoon, Yatra, Foodtalk,
Polynation,SagarRatna,
Kailash
Parbat
Diners, drive-ins, and dives:
These are the numerous
standalone joints along streets
(e.g., at bus stops) serving
affordable Indian foods and
beverages to the mass market.
Many also offer takeaway and
home delivery services.
Juice Bars
Food Courts
Source: Enterprise Consulting, Athena Infonomics
Be it any form of product and business carried out by the vendors in the Urban or Rural
the service format in the unorganized sector can be compared with the organized service
format according to the information given above.
The “Chay Kitli Walas’ generally set up the service point and the shop on a movable
trolley that is approximately 1.8 meters to 2.0 meters in length to 1.0 to 1.2 meters in
width. It is commonly known as the “Larry” in local dialect.
Majorly all urban micro entrepreneurs of the unorganized sector use it on permanent
basis to carry on their business in the urban areas of the city.
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19.  Literature Review:

F & B Food Service In India:
o This literature review provides the insight regarding the Food and Beverage
market in India. Also it clearly depicts what different service formats are used in
both Organized and Unorganized sector in India for the services commonly
rendered in both sectors. The overall market statistics of Food and Beverage
market in India is clearly given. Hence it forms the basis of the report.

National Policy on Urban Street Vendors 2009:
o The national policy on the Urban Street Vendors is very important literature
review with respect to this report as this report clearly defines the Vendors and
applies to the ‘Chay Kilti Walas’ as well since they fall under the preview of the
National Policy on Urban Street Vendors 2009. In this literature the Urban Street
Vendors which are a part of the unorganized sector including the ‘Chay Kitli
Walas’ are given the importance as a legitimate part of the Urban Service
Distribution system by the Government of India. Also the guidelines for
improving the livelihood of the Urban Vendors are clearly given in this policy.
o As the ‘Chay Kitli Walas’ of Ahmedabad also fall under definition of the Vendors
this literature review is of importance to the Research Topic.

Claiming Urban Space- Street Vending in Ahmedabad
o This is very relevant literature in this project, since this literature review clearly
defines the vending zones in Ahmedabad and also given the market statistics in
INR for one of the vending zone in Ahmedabad which helps the researcher to get
an estimate regarding the market size of the unorganized sector in Ahmedabad.
Moreover the threats and the opportunities which are there in the unorganized
sector of Ahmedabad can be understood by the study of this literature. Also the
various legal implications and the other factors related to the Urban Vendors are
very well studied in this literature. Hence the study of this literature helps the
researcher to select the sampling area.
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20. 
The Book Of Tea By Okakaru-Kakuzo.


Though many book have been written which describes the origin and discovery of
Tea, this book is of great importance to the topic under the study as this book is
written by Okakaru-Kakuzo during the 1906 which was pre world War I period.
The author of this book holds the humanity as top priority and describes how the
ordinary ceremony of Tea drinking is important in installing and maintaining the
dignity of human relationship.


This book helps to understand the cultural aspect of the Tea and gives and insight
regarding the history of the Tea and helps the researcher to understand the
significance of Tea with respect to the ‘Zennism’ of Japan and ‘Taoism’ of China.

This literature review was done to get an insight for writing the Introduction of the
Research Topic.


According to Okakaru-Kakuzo for Tea, ‘It is hygiene, for it enforces cleanliness; it is
economics, for it shows comfort in simplicity rather than in the complex and costly; it
is moral geometry, in as much as it defines our sense of proportion to the universe. It
represents the true spirit of Eastern democracy by making all its votaries aristocrats in
taste’.
In Ahmedabad city also cleanliness at the ‘Chay Kitli Wala’ may be a factor which
can be explored in the Reseach Topic.
Tea Time by Varun Jain

This article gives insight regarding the various ‘Tea Bar Chains’ opened up in various
cities of India and how they have become succefull over a period a time.

Ahmedabad being a metro city and well known over the world due to it’s cultural
heritage is an ideal place for some one who want sot explore the possibility of
opening a’ Tea Bar’.

Moreover the Topic of Research focuses on how one can make the business profitable
which is addressed in this article given by Mr. VArun Jain.
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21.  Rationale and Objective of Study:

Government of India has recognized Urban Vendors as a legitimate part of the Urban
retail trade. Source: National Policy on Urban Street Vendors, 2009. Government of
India, Minsitry of Housing & Urban Poverty Alleviation. ‘Chay Kitli Walas’ fall
under the definition of the Vendor and hence studying ‘Chay Kitli Wala’ business
from the marketing point of view becomes an ideal topic to study for gaining the
insight regarding the business on the micro level . It also gives the researcher a
chance to closely monitor the various factors that can affect the value chain with
respect to the 7 P’s of Marketing.

Tea as it is consumed by most of the people in Ahmedabad. Tea making and selling is
a lucrative business for the people with weak social-economic background and it is
not a costly business to start.

The Tea making business is spread in every nook and corner of the Ahmedabad and
mostly the process of making the Tea remains the same. In such circumstances any
effort made by the ‘Chay Kitli Walas’ to differentiate his/her business from the
competitor may help them to survive in the market in profitable manner.

At the same time it is necessary for the researcher to know the preferences and
behavior of the customer towards the ‘Chay Kitli Walas’ to find the necessary factor
which needs to be modified.

In current scenario it is not possible for an entrepreneur to open a tea lounge and
charge a premium price for a milk tea that is available at an very economic cost at the
“Chay Kitlis’ in Ahmedabad.

The objective of the study is to get an insight regarding the current situation of the
“Chay Kitli Wala’ business in Ahmedabad from the perspective of the customers and
to derive conclusions from the study to help the ‘Chay Kitli Wala’ sustain and
improve their growth in the market.
Now it has been known that factors like age, income, profession, household income,
various flavours of tea are necessary for the growth of business of the ‘Chay Kitli
Walas’ of Ahmedabad.

To identify the factors influencing the 7 P’s of Marketing related to the Tea Making
business in Ahmedabad.
From the point of view of study the quality of product, price, place and people
influence the business of the ‘Chay Kitli Walas’ of Ahmedabad.
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22. 
To identify and analyze whether the quality of Tea is responsible for growth of
business.
After analyzing the factors responsible for the growth of ‘Chay Kitli Walas’ in
Ahmedabad, it is important for a ‘Chay Kitli Wala’ to provide quality and interpret
quality in terms of price, cleanliness, flavours of tea,

To identify the importance of factor like price involved in Tea making business.
The study shows that there is a relation established between quality and price and
hence providing good quality may help the ‘Chay Kitli Walas’ in terms of price to
customers.

To identify the factors necessary for developing the future business potential of ‘Chay
Kitli Walas’ in Ahmedabad.
Various factors responsible which can lead to the growth of ‘Chay Kitli Walas’ of
Ahmedabad have been identified.

Indians are very social people and like to have a small informal get-together on
regular basis within friends, relatives and other known people. A “Chay Kitli” Stall
serves as an ideal place for such things to happen.
The research shows that most of the people perceive ideal ‘Chay Kitli’ as stall in the
open near the road side.

Now a day the tea is also preferred with other food accompaniment. The product is
available easily and also there is ample scope of getting the data related to the
research. To understand the need of the consumer, their expectation from the Tea
makers and the limitation and the problems faced by the Tea maker.
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23.  Research Methodology
 Research Objectives and Goals

The objective of the study is to get an insight regarding the current situation of the
“Chay Kitli Walas’ business in Ahmedabad from the perspective of the customers and
to derive conclusions from the study to help the ‘Chay Kitli Walas’ sustain and
improve their growth in the market.

To identify the factors influencing the 7 P’s of Marketing related to the Tea Making
business in Ahmedabad

To identify and analyze whether the quality of Tea is responsible for growth of
business.

To identify the importance of factor like price involved in Tea making business.

To identify the factors necessary for developing the future business potential of ‘Chay
Kitli Wala’ in Ahmedabad.
 Research Objectives and Goals were

The objective of the study is to get an insight regarding the current situation of the “Chay
Kitli Walas’ business in Ahmedabad from the perspective of the customers and to derive
conclusions from the study to help the ‘Chay Kitli Walas’ sustain and improve their
growth in the market.

To identify the factors influencing the 7 P’s of Marketing related to the Tea Making
business in Ahmedabad

To identify and analyze whether the quality of Tea is responsible for growth of business.

To identify the importance of factor like price involved in Tea making business.

To know whether consumption of Tea maintains the Vitality of a person.

To identify the factors necessary for developing the future business potential of ‘Chay
Kitli Walas’ in Ahmedabad.
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24. 
Now it has been known that factors like age, income, profession, household income,
various flavors of tea are necessary for the growth of business of the ‘Chay Kitli Walas’
of Ahmedabad.

From the point of view of study the quality of product, price, place and people influence
the business of the ‘Chay Kitli Walas’ of Ahmedabad.

Various factors responsible which can lead to the growth of ‘Chay Kitli Walas’ of
Ahmedabad have been identified.
 Research Design


A research design is a frame work or blue print for conducting the market research
project. It specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problem.
The research design is both Exploratory and Conclusive in nature. The conclusive
research design are of two types (a) Descriptive Research (b) Causal Research.

Research Design in case of Exploratory Research:

Exploratory research studies are also termed as formulative research studies. The main
purpose of such studies is that of formulating a problem for more precise investigation or
of developing the working hypothesis from an operational point of view. The major
emphasis in such studies is on the discovery of ideas and insights.
Generally , the following three methods in the context of research design for such studies
are taked about (a) the survey of concerning literature; (b) the experience survey and (c)
the analysis of ‘insight-stimulating’ examples.
Source: Research Methodolgy by C.R. Kothari, first edition.
With context to this study ‘Literature Review was done for gaining insight of the topic
under study.

Research Design in case of Conclusive Research:
Conclusive Research is typically more formal and structured than exploratory research. It
is based on large, representative samples, and the data obtained are subjected to
quantitative analysis. The findings from this research are considered to be conclusive in
nature in that they are used as input into managerial decision making.
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25. The objective of the conclusive research is to test specific hypothesis and examine
specific relationships.
Source: Marketing Research, sixth Edition, Naresh K Malhotra & Satyabhushan Das
For the purpose of this study, hypothesis is formed and the study is Descriptive in nature.
The research process is formal and structured. Data analysis is quantitative and the
sample size is large and representative.
The study is also Single Cross Sectional since only one sample of the respondent is
drawn from the target population, and information is obtained from this sample only
once.
The nature of the study is majorly primary research as not much secondary data is
available on this topic of research.
 Research Hypothesis in relation with the Research Objectives are,
1)
Ho: Quality of Tea has less relation to flavor of Tea, cleanliness, vitality and price.
H1: Quality of Tea has strong relationship with flavor of Tea, cleanliness, vitality and
price.
2)
Ho: Preference of Tea has no relation with maintaining vitality of customer.
H1: Maintaining Vitality is strongly related with preference of Tea.
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26.  Data Collection Method:
Primary Data:
The primary data was collected by means of a survey. A well structured questionnaire
was prepared and the customers were approached to fill up the questionnaires.
The questionnaire contains 22 questions which reflect on the customer behavior and
preferences and demaographics of the ‘Chay Kitli Walas’ of Ahmedabad.
Dichotomous, Nominal, Ordinal and Likert Scale questions were taken.
A pretest of the questionnaire was done with seven respondants after which two questions
were removed from the study which were not in tune to the study. The questions were:
(1) During the office time do you prefer tea available in the office or fro the ‘Chay Kitli
Walas’ outside the office? Please Tick
This question was removed as students were one of the options given in the Profession
related question. Since Students do not work in office the question was of no use to the
students.
(2) I believe that using solar technology for preparing Tea is beneficial to ‘Chay Kitli
Walas’?
The questionnaire does not include the education of the population hence if somebody
who is not knowing regarding the use of Solar Technology will give a biased answer.
Secondary Data:
In order to have a proper understanding of the ‘Chay Kitli Walas’ of Ahmedabad
literature relevant to the topic was collected and studied to get an insight regarding the
current situation and the problems faced the Unorganized Sector Vendors of Ahmedabad.
Field Work:
The field work was done among the different areas of Ahmedabad like Maninagar,
Sabarmati, Kalupur, Jamalpur, Laldarwaja, Old City Area of Ahmedabad, Odhav,
Ghodasar, Naranpura, Navrangpura.
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27.  Sampling Technique:
Simple Random Sampling (SRS)
A probability sampling technique in which each element in the population has a known
and equal probability of selection. Every element is selected independently of every
other element and the sample is drawn by random procedure from a sampling frame.
In this study since the majority of the people like drinking Tea samples were taken from
different places at different times and randomly so as to get a mix population of
respondants.

Sampling Plan
To give the questionnaire to the customers and ask them to fill the questionnaire.
Sample Size: 81
Rejected: 9
Actual sample size: 72
Total 81sample were surveyed through questionnaire out of which 9 samples did not
drink Tea, hence their survey was not taken into consideration for analysis.

Sample Population
The sample population was considered to the population of Ahmedabad City for the
purpose of this study.

Data Analysis Tool : SPSS
Methods of Data Analysis:
Frequency chart, Descriptive Analysis, Factor Analysis, Regression Analysis, Correlation
and Annova.
Confidence Interval: 95 %
Alpha – 0.05%
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28.  Data Analysis:
 Frequency
 Age
Age
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
5
6.9
6.9
6.9
2
37
51.4
51.4
58.3
3
18
25.0
25.0
83.3
4
6
8.3
8.3
91.7
5
6
8.3
8.3
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 51 % of the people surveyed
preferred drinking tea. They were between the age group of 21years to 30 while 25 % of
the sample collected who preferred drinking Tea were between the age group of 31 years
to 40 years.
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29.  Gender
Sex
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
63
87.5
87.5
87.5
2
9
12.5
12.5
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 63 respondents that is 87.5 % are
male and only 9 respondents were female. This shows that male among the age group of
21 years to 30 years are the major respondents.
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30.  Like drinking Tea.
Like drink Tea
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
71
98.6
98.6
98.6
2
1
1.4
1.4
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred as the samples surveyed like to drink
Tea, almost 100 % of the samples collected liked to drink Tea.
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31.  Profession
Profession
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
44
61.1
61.1
61.1
2
12
16.7
16.7
77.8
3
3
4.2
4.2
81.9
4
12
16.7
16.7
98.6
5
1
1.4
1.4
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 44 respondents which are 61% of
the total sample were employed in services. So the major segment to be concentrated is
the service class.
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32.  Income
income
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
9
12.5
12.5
12.5
2
15
20.8
20.8
33.3
3
16
22.2
22.2
55.6
4
13
18.1
18.1
73.6
5
19
26.4
26.4
100.0
Total
72
100.0
100.0
 From the above graph it is inferred that Tea consumption is liked by consumers
irrespective of their difference in household income.
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33.  Flavors of Tea are known.
Flavours of Tea
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
11
15.3
15.3
15.3
2
12
16.7
16.7
31.9
3
10
13.9
13.9
45.8
4
30
41.7
41.7
87.5
5
9
12.5
12.5
100.0
72
100.0
100.0
Total
 From the above graph it is inferred that 41% of the respondents preferred the Adrak Chai
flavor while Milk Chai, Masala Chai, Elaichi Chai and others were equally less
preferred.
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34.  Make of Tea
Make Tea
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
4
5.6
5.6
5.6
2
56
77.8
78.9
84.5
3
10
13.9
14.1
98.6
5
1
1.4
1.4
100.0
71
98.6
100.0
1
1.4
72
100.0
Total
Missing
Total
System
 From the analysis of the above graph it is inferred that 78 % of the respondents preferred
handmade tea over machine tea and only 14% of respondents preferred both handmade
and machine made Tea.
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35.  Number of times Tea consumption in a day.
per day consumption
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
11
15.3
15.3
15.3
2
27
37.5
37.5
52.8
3
14
19.4
19.4
72.2
4
20
27.8
27.8
100.0
Total
72
100.0
100.0
 From the analysis of the above graph it is inferred that very less respondents consume
Tea for only one time and three times a day. While majority of consumers like to drink
Tea either two times in a day of more than three times in a day.
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36.  Try Flavors
Try Flavours
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
56
77.8
77.8
77.8
2
15
20.8
20.8
98.6
3
1
1.4
1.4
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 77% of the respondents will like to
try different flavour of Tea other than Milk Tea and Masala Tea.
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37.  Vitality
Vitality
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
38
52.8
53.5
53.5
2
10
13.9
14.1
67.6
3
18
25.0
25.4
93.0
4
3
4.2
4.2
97.2
5
2
2.8
2.8
100.0
71
98.6
100.0
1
1.4
72
100.0
Total
Missing
Total
System
 From the analysis of the above graph it is inferred that 52% of the respondents strongly
agreed that Tea is important for maintaining the Vitality of a person.
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38.  Quality
Quality
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
41
56.9
56.9
56.9
2
19
26.4
26.4
83.3
3
8
11.1
11.1
94.4
4
1
1.4
1.4
95.8
5
3
4.2
4.2
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 56% of the respondents strongly
agreed that Tea is important factor for preference of Tea from ‘Chay Kitli Walas’
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39.  Reason For Drinking Tea
Reason for drinking
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
0
3
4.2
4.2
4.2
1
24
33.3
33.3
37.5
2
15
20.8
20.8
58.3
3
16
22.2
22.2
80.6
4
8
11.1
11.1
91.7
5
4
5.6
5.6
97.2
6
2
2.8
2.8
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 33% of the respondents consumed
Tea at the ‘Chay Kitli Walas’ for the feeling of refreshment.
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40.  Location
Location
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
14
19.4
19.4
19.4
2
30
41.7
41.7
61.1
3
15
20.8
20.8
81.9
4
3
4.2
4.2
86.1
5
9
12.5
12.5
98.6
6
1
1.4
1.4
100.0
72
100.0
100.0
Total
 From the analysis of the above graph it is inferred that 42% of the respondents preferred
‘Chay Kitlis’ near the office vicinity.
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41.  Ideal Chay Kitli
Ideal chay Kitli
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
19
26.4
26.4
26.4
2
4
5.6
5.6
31.9
3
10
13.9
13.9
45.8
4
39
54.2
54.2
100.0
Total
72
100.0
100.0
 From the analysis of the above graph it is inferred that 54% of the respondents perceived
‘Ideal Chay Kitlis’ as Tea stalls on the road side in the open area with ordinary sitting
facility.
 Also 26% of the respondents perceived ‘Ideal Chay Kitlis’ as a proper ventilated room
type, sitting arrangement with Air Conditioners.
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42.  Preferred Variety of Tea
preffered variety of Tea
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
0
13
18.1
18.1
18.1
1
17
23.6
23.6
41.7
2
12
16.7
16.7
58.3
3
12
16.7
16.7
75.0
4
8
11.1
11.1
86.1
5
5
6.9
6.9
93.1
6
4
5.6
5.6
98.6
7
1
1.4
1.4
100.0
72
100.0
100.0
Total

From the analysis of the above graph it is inferred that 18% of the respondents who were
willing to try different flavours of Tea if available preferred to Herbal Tea, 23 % of the
respondents preferred to try Green Tea ,17% of respondents preferred to try Rose Tea and
17 % of the respondents also preferred to try Jasmine Tea.
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43. 
Clean ‘Chay Kitlis’
Cleanliness
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
42
58.3
58.3
58.3
2
13
18.1
18.1
76.4
3
11
15.3
15.3
91.7
4
3
4.2
4.2
95.8
5
3
4.2
4.2
100.0
72
100.0
100.0
Total

From the analysis of the above graph it is inferred that 58% of the respondents strongly
agreed on consuming Tea from ‘Chay Kitli Walas’ with clean ‘Chay Kitlis’.
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44. 
Neatly Dressed
Neatly Dressed
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
1
32
44.4
44.4
44.4
2
6
8.3
8.3
52.8
3
20
27.8
27.8
80.6
4
6
8.3
8.3
88.9
5
8
11.1
11.1
100.0
72
100.0
100.0
Total

From the analysis of the above graph it is inferred that 44% of the respondents strongly
agreed on consuming Tea from ‘Chay Kitli Walas’ who are neatly dressed.
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45.  Descriptive Analysis:
Descriptive Statistics
N
Range
Minimum
Maximum
Sum
Mean
Std. Deviation
Variance
Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Skewness
Statistic
Kurtosis
Std. Error
Statistic
Std. Error
Age
72
4
1
5
187
2.60
1.030
1.061
.964
.283
.423
.559
Sex
72
1
1
2
81
1.13
.333
.111
2.316
.283
3.461
.559
Like drink Tea
72
1
1
2
73
1.01
.118
.014
8.485
.283
72.000
.559
Profession
72
4
1
5
130
1.81
1.194
1.426
1.204
.283
-.065
.559
income
72
4
1
5
234
3.25
1.381
1.908
-.136
.283
-1.239
.559
Flavours of Tea
72
4
1
5
230
3.19
1.296
1.680
-.453
.283
-1.025
.559
Make Tea
71
4
1
5
151
2.13
.559
.312
2.067
.285
9.705
.563
per day consumption
72
3
1
4
187
2.60
1.057
1.117
.068
.283
-1.254
.559
Try Flavours
72
2
1
3
89
1.24
.459
.211
1.709
.283
2.016
.559
preffered variety of Tea
72
7
0
7
165
2.29
1.842
3.393
.599
.283
-.476
.559
Vitality
71
4
1
5
134
1.89
1.103
1.216
.953
.285
.012
.563
Quality
72
4
1
5
122
1.69
1.016
1.032
1.730
.283
2.903
.559
Economic price
72
4
1
5
173
2.40
1.241
1.540
.547
.283
-.543
.559
Cleanliness
72
4
1
5
128
1.78
1.116
1.246
1.394
.283
1.180
.559
Neatly Dressed
72
4
1
5
168
2.33
1.404
1.972
.572
.283
-.939
.559
price half cup
72
3
1
4
103
1.43
.709
.502
1.596
.283
1.936
.559
price of full cup
72
3
1
4
181
2.51
.787
.620
.220
.283
-.374
.559
Reason for drinking
72
6
0
6
166
2.31
1.430
2.046
.657
.283
-.174
.559
Location
72
5
1
6
182
2.53
1.289
1.661
.911
.283
.062
.559
Ideal chay Kitli
72
3
1
4
213
2.96
1.294
1.674
-.683
.283
-1.334
.559
Valid N (listwise)
71
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46.  Valid N List Wise: This is the number of non-missing values. In the SPSS run for the sample size of 72 samples, the Valid N (list wise)
 N - This is the number of valid observations for the variable. The total number of observations is the sum of N and the number of missing
values. For the purpose of this study the N is 72 samples.
 Minimum - This is the minimum, or smallest, value of the variable. Here the minimum value of a variable is 0.
 Maximum - This is the maximum, or largest, value of the variable. Here the maximum value of a variable is 7.
 Mean - This is the arithmetic mean across the observations. It is the most widely used measure of central tendency. It is commonly called the
average. The mean is sensitive to extremely large or small values.
 Std. Deviation- Standard deviation is the square root of the variance. It measures the spread of a set of observations. The larger the standard
deviation is, the more spread out the observations are.
 Variance - The variance is a measure of variability. It is the sum of the squared distances of data value from the mean divided by the variance
divisor. The Corrected SS is the sum of squared distances of data value from the mean. Therefore, the variance is the corrected SS divided by
N-1. We don't generally use variance as an index of spread because it is in squared units. Instead, we use standard deviation.
 Skewness - Skewness measures the degree and direction of asymmetry. A symmetric distribution such as a normal distribution has a
skewness of 0, and a distribution that is skewed to the left, e.g. when the mean is less than the median, has a negative skewness.
Som Lalit Institute of Management Studies
Page 46

47.  Kurtosis - Kurtosis is a measure of the heaviness of the tails of a distribution. A normal distribution has kurtosis 0. Extremely nonnormal
distributions may have high positive or negative kurtosis values, while nearly normal distributions will have kurtosis values close to 0.
Kurtosis is positive if the tails are "heavier" than for a normal distribution and negative if the tails are "lighter" than for a normal
distribution.
The above analysis shows that the mostly the data is positively skewed. Moreover in the Kurtosis the peak formed is high as Tea is consumed
by people of all Age. Also The parameter such a Make of Tea is also resulting for high peak in Kurtosis. So both the factor of Age and Make
of Tea are considered to be the outliers in the data.
The Mean value of the all the 20 variables taken into the descriptive anlaysis falls majorly between 2.0 to 2.6. The minimum mean value
being 1.01 and the maximum mean values being 3.25.
Som Lalit Institute of Management Studies
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48.  Factor Analysis:
Factor analysis is a method of data reduction. It does this by seeking underlying
unobservable (latent) variables that are reflected in the observed variables (manifest
variables). There are many different methods that can be used to conduct a factor
analysis (such as principal axis factor, maximum likelihood, generalized least squares,
unweighted least squares).
 KMO and Barlett’s Test
KMO and Bartlett's Test
a
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Approx. Chi-Square
.548
314.426
df
190
Sig.
.000
Based on correlations
 Kaiser-Meyer-Olkin Measure of Sampling Adequacy - This measure varies between 0
and 1, and values closer to 1 are better.
For the data collected relevant to this study the KMO value is .548 which is higher than
0.500 and tends to be near to 1.0
 Bartlett's Test of Sphericity - This tests the null hypothesis that the correlation matrix is
an identity matrix. An identity matrix is matrix in which all of the diagonal elements are
1 and all off diagonal elements are 0. You want to reject this null hypothesis. Taken
together, these tests provide a minimum standard which should be passed before a factor
analysis (or a principal components analysis) should be conducted.
To know whether the data is sufficient or not related to the study the KMO Test was
performed which revealed that the available KMO value tends to be near to 1, so the data
is sufficient with relevance to this study.
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49.  Total Variance Explained
Total Variance Explained
Extraction Sums of Squared
Initial Eigenvalues
Compon
Rotation Sums of Squared
Loadings
Loadings
a
% of
Cumulativ
Variance
e%
% of
Variance
e%
% of
Variance
e%
Total
1
4.208
16.940
16.940
4.208
16.940
16.940
2.761
11.114
11.114
2
3.985
16.043
32.983
3.985
16.043
32.983
2.009
8.088
19.203
3
2.742
11.039
44.022
2.742
11.039
44.022
2.352
9.468
28.671
4
2.399
9.658
53.680
2.399
9.658
53.680
3.806
15.323
43.993
5
1.747
7.034
60.714
1.747
7.034
60.714
2.078
8.367
52.360
6
1.490
6.000
66.714
1.490
6.000
66.714
1.928
7.761
60.121
7
1.346
5.419
72.134
1.346
5.419
72.134
2.358
9.495
69.615
8
1.260
5.074
77.207
1.260
5.074
77.207
1.886
7.592
77.207
9
1.085
4.367
81.574
10
.961
3.868
85.442
11
.826
3.323
88.766
12
.743
2.990
91.756
13
.549
2.209
93.965
14
.506
2.036
96.002
15
.405
1.629
97.631
16
.240
.967
98.598
17
.163
.654
99.252
18
.108
.436
99.689
19
.066
.266
99.955
20
.011
.045
100.000
Rescal
1
4.208
16.940
16.940
2.317
11.587
11.587
2.037
10.183
10.183
ed
2
3.985
16.043
32.983
2.178
10.892
22.479
1.901
9.503
19.686
3
2.742
11.039
44.022
1.722
8.609
31.088
1.692
8.459
28.145
4
2.399
9.658
53.680
1.714
8.570
39.657
1.544
7.721
35.866
5
1.747
7.034
60.714
1.515
7.576
47.234
1.336
6.679
42.545
6
1.490
6.000
66.714
.956
4.779
52.013
1.279
6.393
48.939
7
1.346
5.419
72.134
1.045
5.226
57.239
1.258
6.289
55.228
8
1.260
5.074
77.207
.845
4.227
61.466
1.248
6.238
61.466
9
1.085
4.367
81.574
Som Lalit Institute of Management Studies
Total
Cumulativ
ent
Raw
Total
Cumulativ
Page 49

50. 10
.961
3.868
85.442
11
.826
3.323
88.766
12
.743
2.990
91.756
13
.549
2.209
93.965
14
.506
2.036
96.002
15
.405
1.629
97.631
16
.240
.967
98.598
17
.163
.654
99.252
18
.108
.436
99.689
19
.066
.266
99.955
20
.011
.045
100.000
Extraction Method: Principal Component Analysis. When analyzing a covariance matrix, the initial eigen values are the same
across the raw and rescaled solution.

Factor - The initial number of factors is the same as the number of variables used in the factor
analysis. However, not all 20 factors will be retained. In this example, only the first eight
factors will be retained.
 Initial Eigenvalues - The Eigenvalues are the variances of the factors. Because we conducted
our factor analysis on the correlation matrix, the variables are standardized, which means that
the each variable has a variance of 1, and the total variance is equal to the number of variables
used in the analysis which is 22 in this particular case.
 Total - This column contains the Eigenvalues. The first factor will always account for the most
variance (and hence have the highest Eigenvalue), and the next factor will account for as much
of the left over variance as it can, and so on. Hence, each successive factor will account for less
and less variance.
 % of Variance - This column contains the percent of total variance accounted for by each factor.
 Cumulative % - This column contains the cumulative percentage of variance accounted for by
the current and all preceding factors. For example, the third row shows a value of 77.207. This
means that the first eight factors together account for 77.207% of the total variance
 Extraction Sums of Squared Loadings - The number of rows in this panel of the table
correspond to the number of factors retained. In this analysis only 8 variables are retained.
 Rotation Sums of Squared Loadings- The values in this table represent the distribution of the
variance after the varimax rotation. Varimax rotation tries to maximize the variance of each of
the factors, so the total amount of variance accounted for is redistributed over the three extracted
factors.
 The Total Variance in the above analysis shows that majorly there are 8 factors retained
that if manipulated will bring 77.207 % of variance.
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51. 
Since one of the objective of the study was to study the growth pattern of the ‘Chay Kitli
Walas’, the 8 factors of the consumers stated below are important from the point of view
of the ‘Chay Kitli Wala’ as these factors are related to the demographics of the
customers which play an important role in considering the growth and sustainence of
‘Chay Kitli Wala’ business.








Age
Gender
Like drinking Tea
Service
House hold income per annum
Falvours of Tea known
Preferred way of making Tea
Consumption of Tea
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52.  Scree Plot
 The Scree plots plot the value of the factor in the first coloum of the the Total Variance
Explained Table corresponding to the value of the factor in the second coloumn.
 The above 8 factors which are important for the ‘Chay Kitli Wala’ business are further
proven relevant by the Scree Plot above. It shows that after the 8th factor a very little
variance in the dependent variable namely the ‘Growth of Chay Kitli Wala’ is explained
by
each
incremental
factor
taken.
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53.  Regression
 Try different flavours
b
Model Summary
Change Statistics
Adjusted R
Model
R
1
.663
R Square
a
.440
Std. Error of
R Square
Square
the Estimate
Change
.231
.398
.440
Sig. F
F Change
2.106
df1
df2
19
Change
51
.018
Predictors: (Constant), Ideal chay Kitli, Location, Preferred variety of Tea, Gender, Like drink Tea,
price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age, Cleanliness,
income, Profession, per day consumption, Vitality, Neatly Dressed, Quality, price of full cup
Dependent Variable: Try Flavours
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
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54.  Vitality
b
Model Summary
Change Statistics
R
Model
1
.676
a
Std. Error of
R Square
F
Square
R
Adjusted R
Square
the Estimate
Change
Change
.458
.255
.951
.458
2.264
Sig. F
df1
df2
19
Change
51
.011
Predictors: (Constant), Ideal chay Kitli, Location, Preferred variety of Tea, Gender, Like drink Tea,
price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age, Cleanliness,
income, Profession, per day consumption, Neetly Dressed, Try Flavours, Quality, price of full cup
Dependent Variable: Vitality
Model - SPSS allows you to specify multiple models in a single regression command. This tells you
the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted values
of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which can be
explained by the independent variables in the above point mentioned in ‘Predictors’. This is an overall
measure of the strength of association and does not reflect the extent to which any particular
independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of extraneous
predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 - Rsq)((N - 1) /( N k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the standard
deviation of the error term and the square root of the Mean Square for the Residuals in the ANOVA
table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean Square
(Regression) divided by the Mean Square (Residual). The p-value is compared to some alpha level in
testing the null hypothesis that all of the model coefficients are 0.
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55. Quality
b
Model Summary
Change Statistics
Adjusted R
Model
1
R
.714
R Square
a
.510
Std. Error of
R Square
Square
the Estimate
Change
.327
.839
.510
Sig. F
F Change
2.790
df1
df2
19
Change
51
Predictors: (Constant), Ideal chay Kitli, Location, preffered variety of Tea, Gender, Like drink
Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age,
Cleanliness, income, Profession, per day consumption, Vitality, Neetly Dressed, Try Flavours,
price of full cup
Dependent Variable: Quality
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
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Page 55
.002

56.  Cleanliness
b
Model Summary
Change Statistics
Adjusted R
Model
1
R
.698
R Square
a
.487
Std. Error of
R Square
Square
the Estimate
Change
.296
.935
.487
F Change
2.553
df1
df2
19
Sig. F Change
51
Predictors: (Constant), Ideal chay Kitli, Location, preffered variety of Tea, Gender, Like drink
Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age,
Quality, Profession, income, per day consumption, Neetly Dressed, Try Flavours, Vitality, price
of full cup
Dependent Variable: Cleanliness
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
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Page 56
.004

57.  Neetly Dressed
b
Model Summary
Change Statistics
Adjusted R
Model
1
R
.648
R Square
a
.419
Std. Error of
R Square
Square
the Estimate
Change
.203
1.254
.419
Sig. F
F Change
1.940
df1
df2
19
Change
51
.031
Predictors: (Constant), Ideal chay Kitli, Location, preffered variety of Tea, Gender, Like drink
Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea, Age,
Cleanliness, income, Profession, per day consumption, Vitality, Try Flavours, Quality, price of
full cup
Dependent Variable: Neetly Dressed
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
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58.  Price of Full Cup
b
Model Summary
Change Statistics
Adjusted R
Model
R
1
.743
R Square
a
.552
Std. Error of
R Square
Square
the Estimate
Change
.386
.620
.552
F Change
3.313
df1
df2
19
Sig. F Change
51
Predictors: (Constant), Ideal Chay Kitli, Location, preffered variety of Tea, Gender, Like
drink Tea, price half cup, Make Tea, Economic price, Reason for drinking, Flavours of Tea,
Age, Cleanliness, income, Profession, per day consumption, Vitality, Neetly Dressed, Try
Flavours, Quality
Dependent Variable: price of full cup
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
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.000

59.  Quality
b
Model Summary
Change Statistics
Adjusted R
Model
R
1
.657
R Square
a
.432
Std. Error of
R Square
Square
the Estimate
Change
.397
.794
.432
F Change
df1
12.535
df2
4
Sig. F Change
66
Predictors: (Constant), price of full cup, Try Flavours, Cleanliness, Vitality
Dependent Variable: Quality
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
Som Lalit Institute of Management Studies
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60.  Vitality
b
Model Summary
Change Statistics
Adjusted R
Model
R
1
.486
R Square
a
.236
Std. Error of
R Square
Square
the Estimate
Change
.189
.993
.236
F Change
df1
5.089
df2
4
Sig. F Change
66
Predictors: (Constant), price of full cup, Try Flavours, Cleanliness, Quality
Dependent Variable: Vitality
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
Som Lalit Institute of Management Studies
Page 60
.001

61.  Cleanliness
b
Model Summary
Change Statistics
Adjusted R
Model
1
R
.546
R Square
a
.299
Std. Error of
R Square
Square
the Estimate
Change
.256
.961
.299
F Change
7.024
df1
df2
4
Sig. F Change
66
Predictors: (Constant), price of full cup, Try Flavours, Quality, Vitality
Dependent Variable: Cleanliness
Model - SPSS allows you to specify multiple models in a single regression command. This tells
you the number of the model being reported.
R - R is the square root of R-Squared and is the correlation between the observed and predicted
values of dependent variable.
R-Square - This is the proportion of variance in the dependent variable ‘Try Flavours’ which
can be explained by the independent variables in the above point mentioned in ‘Predictors’. This
is an overall measure of the strength of association and does not reflect the extent to which any
particular independent variable is associated with the dependent variable.
Adjusted R-square - This is an adjustment of the R-squared that penalizes the addition of
extraneous predictors to the model. Adjusted R-squared is computed using the formula 1 - ((1 Rsq)((N - 1) /( N - k - 1)) where k is the number of predictors.
Std. Error of the Estimate - This is also referred to as the root mean squared error. It is the
standard deviation of the error term and the square root of the Mean Square for the Residuals in
the ANOVA table.
F and Sig. - This is the F-statistic the p-value associated with it. The F-statistic is the Mean
Square (Regression) divided by the Mean Square (Residual). The p-value is compared to some
alpha level in testing the null hypothesis that all of the model coefficients are 0.
Som Lalit Institute of Management Studies
Page 61
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62.  Findings
 Try Different Falvours : The regression analysis shows that 44% of the depedent
variable is explained by 19 independent variables with a significance level of
0.018, so trying different flavours of Tea by the cutomers is significant for the
‘Chay Kitli Walas’ of Ahmedabad.
 Vitality: The regression analysis shows that 45% of the depedent variable is
explained by 19 independent variables with a significance level of 0.011, so
vitality is associated with consuming Tea by the customers and is significant for
the ‘Chay Kitli Walas’ of Ahmedabad.
 Quality: The regression analysis shows that 51% of the depedent variable is
explained by 19 independent variables with a significance level of 0.002, so
Quality is associated with consuming Tea by the customers and is significant for
the ‘Chay Kitli Walas’ of Ahmedabad.
 Cleanliness: The regression analysis shows that 48% of the depedent variable is
explained by 19 independent variables with a significance level of 0.004, so
Cleanliness is associated with consuming Tea by the customers and is significant
for the ‘Chay Kitli Walas’ of Ahmedabad.
 Neatly Dressed: The regression analysis shows that 20% of the depedent variable
is explained by 19 independent variables with a significance level of 0.031, so
Cleanliness is associated with consuming Tea by the customers and is significant
for the ‘Chay Kitli Walas’ of Ahmedabad.
 Price of Full Cup:The regression analysis shows that 55% of the depedent variable
is explained by 19 independent variables with a significance level of 0.000, so
Price is associated with consuming Tea by the customers and is significant for the
‘Chay Kitli Walas’ of Ahmedabad.
 Quality: The regression analysis shows that 43% of the depedent variable is
explained by 4 independent variables with a significance level of 0.000, so Quality
of Tea is associated with consuming Tea by the customers and is significant for
the ‘Chay Kitli Walas’ of Ahmedabad.
 Vitality: The regression analysis shows that 23% of the depedent variable is
explained by 4 independent variables with a significance level of 0.001, so Vitality
is associated with consuming Tea by the customers and is significant for the
‘Chay Kitli Walas’ of Ahmedabad.
 Cleanilness: The regression analysis shows that 29% of the depedent variable is
explained by 4 independent variables with a significance level of 0.000.
Som Lalit Institute of Management Studies
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63.  Correlation:
Correlations
Pearson
Correlati
on
Neetly
Dressed
Age
Neetly
Dress
ed
1.000
-.332
Age
.332
Sex
.056
1.00
0
.110
.110
1.00
0
.046
Like
drin
k
Tea
.056
Professi
on
-.105
inco
me
.059
Flavou
rs of
Tea
.140
Mak
e
Tea
.094
per day
consumpt
ion
-.049
Try
Flavou
rs
.277
preffer
ed
variety
of Tea
-.282
.088
.224
-.033
.263
-.110
-.288
.146
-.216
-.189
.076
-.190
.046
.181
.142
-.339
-.003
.054
.001
-.176
-.126
.036
.044
.219
.152
.078
.027
.045
-.060
-.084
-.097
-.081
-.039
.026
.069
.046
1.00
0
Vitali
ty
.339
Quali
ty
.226
Econo
mic
price
.194
Clea
n
.274
pric
e
half
cup
.021
pric
e of
full
cup
.124
Reas
on for
drinki
ng
.047
Locati
on
.193
.238
.274
.063
-.058
.048
.072
.185
.129
-.093
.075
.143
-.050
Idea
l
cha
y
Kitli
.325
.134
.049
.098
Gender
.056
Like drink
Tea
.056
.069
Professio
n
-.105
.088
.190
.219
1.000
-.151
-.257
.093
.111
-.160
.005
-.254
-.094
.032
.106
.260
.250
.048
.193
.126
income
.059
.224
.046
.152
-.151
1.000
.241
.009
-.159
-.058
.153
.154
.115
.183
.054
.051
.055
.248
-.216
.195
Flavours
of Tea
.140
.033
.181
.078
-.257
.241
1.000
.109
-.180
.007
.158
.134
.192
.063
.138
.048
.013
.042
-.183
.160
Make Tea
-.094
.263
.142
.027
-.093
.009
.109
1.00
0
-.227
-.171
-.023
-.162
-.030
-.014
.088
.043
.176
-.030
-.154
.089
per day
consumpt
ion
-.049
.110
.339
.045
.111
-.159
-.180
.227
1.000
.039
.038
-.087
-.088
.123
.226
.016
.071
.068
.321
.162
Try
Flavours
.277
.288
.003
.060
-.160
-.058
.007
.171
.039
1.000
-.471
.194
-.063
-.064
.090
.011
.004
-.060
.229
.119
preffered
variety of
Tea
-.282
.146
.054
.084
.005
.153
.158
.023
.038
-.471
1.000
-.039
.057
.188
.055
.077
.036
-.060
-.025
.052
Som Lalit Institute of Management Studies
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64. Vitality
Quality
.226
Economic
price
.194
Cleanline
ss
price half
cup
-.254
.154
.134
.176
.126
.097
.081
.039
-.094
.115
.192
.032
.183
.063
.036
.044
.026
.106
.054
.021
.238
.048
.072
.260
price of
full cup
-.124
.274
.185
.075
Reason
for
drinking
.047
.063
.129
Location
.193
.058
Ideal
chay Kitli
.162
.030
.014
-.087
.194
-.039
-.088
-.063
.057
1.00
0
.412
.123
-.064
.188
.138
.088
-.226
-.090
-.051
-.048
.043
.016
.250
-.055
.013
.176
.143
.048
.248
.042
.093
.050
.193
-.216
.134
.049
.098
-.126
.
.002
.323
.323
Age
.002
.
.180
Gender
.323
.180
Like drink
Tea
.323
Professio
n
.412
.397
.094
.257
.523
.397
1.00
0
.257
.102
.006
1.000
.123
.157
-.055
.094
.523
.123
1.00
0
.202
.011
.077
-.102
.006
.157
.202
.071
-.004
-.036
-.114
-.174
.149
.030
.068
-.060
-.060
.030
-.044
-.183
.154
.321
.229
-.025
.003
.195
.160
.089
-.162
.119
-.052
.191
.312
.121
.218
.342
.010
.285
.232
.030
.392
.013
.182
.
.353
.056
.352
.065
.119
.285
.353
.
.033
.104
.260
.191
.232
.056
.033
.
.104
income
.312
.030
.352
.104
.104
Flavours
of Tea
Sig. (1tailed)
.339
.216
.189
.076
.001
.274
.325
Neetly
Dressed
.121
.392
.065
.260
.015
Som Lalit Institute of Management Studies
.030
.003
.275
-.044
-.024
.310
.075
.137
.129
.006
-.009
-.029
.307
1.00
0
.580
.086
.170
.073
.006
.580
1.00
0
.231
.080
.125
.075
.009
.086
.231
1.000
-.140
.185
-.024
.137
.029
.170
.080
-.140
1.000
.001
.275
.310
.129
.307
.073
.125
.185
.001
1.00
0
.009
.002
.029
.053
.010
.432
.151
.349
.053
.003
.007
.113
.035
.058
.266
.382
.023
.010
.301
.315
.132
.002
.491
.328
.498
.071
.148
.357
.345
.061
.143
.221
.342
.411
.356
.310
.243
.211
.250
.372
.415
.276
.267
.118
.340
.208
.015
.221
.179
.092
.482
.016
.219
.397
.190
.014
.018
.344
.054
.147
.
.022
.471
.093
.316
.102
.099
.171
.063
.326
.337
.325
.018
.035
.052
.022
.
.183
.066
.476
.094
.132
.054
.301
.125
.346
.458
.364
.063
.092
Page 64
.114
.174
.149

65. Make Tea
.013
.119
.411
.221
.471
.183
.
.028
.077
.425
.089
.401
.454
.232
.361
.071
.403
.100
.231
per day
consumpt
ion
.342
.182
.002
.356
.179
.093
.066
.028
.
.374
.376
.235
.233
.153
.029
.448
.277
.286
.003
.089
Try
Flavours
.010
.007
.491
.310
.092
.316
.476
.077
.374
.
.000
.052
.301
.298
.229
.465
.485
.310
.027
.161
preffered
variety of
Tea
.009
.113
.328
.243
.482
.102
.094
.425
.376
.000
.
.372
.320
.059
.324
.261
.384
.309
.417
.332
Vitality
.002
.035
.498
.211
.016
.099
.132
.089
.235
.052
.372
.
.000
.000
.218
.198
.172
.401
.491
.010
Quality
.029
.058
.071
.250
.219
.171
.054
.401
.233
.301
.320
.000
.
.015
.000
.481
.073
.359
.421
.004
Economic
price
Cleanline
ss
.053
.266
.148
.372
.397
.063
.301
.454
.153
.298
.059
.000
.015
.
.154
.096
.107
.267
.128
.142
.010
.382
.357
.415
.190
.326
.125
.232
.029
.229
.324
.218
.000
.154
.
.046
.480
.471
.406
.005
price half
cup
price of
full cup
.432
.023
.345
.276
.014
.337
.346
.361
.448
.465
.261
.198
.481
.096
.046
.
.000
.239
.078
.273
.151
.010
.061
.267
.018
.325
.458
.071
.277
.485
.384
.172
.073
.107
.480
.000
.
.027
.254
.149
Reason
for
drinking
.349
.301
.143
.118
.344
.018
.364
.403
.286
.310
.309
.401
.359
.267
.471
.239
.027
.
.123
.061
Location
.053
.315
.221
.340
.054
.035
.063
.100
.003
.027
.417
.491
.421
.128
.406
.078
.254
.123
.
.496
Ideal
chay Kitli
.003
.132
.342
.208
.147
.052
.092
.231
.089
.161
.332
.010
.004
.142
.005
.273
.149
.061
.496
.
Neetly
Dressed
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Age
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Sex
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Like drink
Tea
Professio
n
N
.218
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Som Lalit Institute of Management Studies
Page 65

66. income
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Flavours
of Tea
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Make Tea
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
per day
consumpt
ion
Try
Flavours
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
preffered
variety of
Tea
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Vitality
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Quality
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Economic
price
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Cleanline
ss
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
price half
cup
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
price of
full cup
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Reason
for
drinking
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Location
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Ideal
chay Kitli
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
71
Som Lalit Institute of Management Studies
Page 66

67. 
Findings

Trying different flavours of Tea and Neatly Dressed ‘Chay Kitli Walas’ are 27 % correlated.

Vitality of Tea and Neatly dresses ‘Chay Kitli Walas’ are 33% correlated.

Age and Neatly dressed are 33% correlated.

Age and trying different flavours of Tea are 33% correlated.

Age and Make of Tea making is 26% correlated.

Gender and per day consumption are 33 % correlated.

Profession and knowing different flavours of Tea are25 % related.

Trying different flavours of Tea and Location are 32 % correlated.

Preferred variety of Tea and neatly dressed are 28 % correlated.

Quality and Make of Tea of 30 % related.

Quality and Vitality are 41% correlated.

Quality and Cleanliness are 52% correlated.

Quality and Location are 31 % correlated.

Quality and Economic price of Tea are 25 % correlated.
Som Lalit Institute of Management Studies
Page 67

68. 
Quality and Neatly Dressed ‘Chay Kitli Walas’ are 22% correlated.

Like drinking Tea and Economic price are 25 % correlated.

Economic price and vitality are 40 % correlated.

Price of half cup and price of full cup are 58 % correlated.

Location and per day consumption of Tea are 32% correlated.

Location and Trying different flavours are 22% correlated.

Ideal ‘Chay Kitli’ and vitality are 27 % correlated.

Ideal ‘Chay Kitli’ and cleanliness are 31% correlated.
Som Lalit Institute of Management Studies
Page 68

69.  One Way Annova
ANOVA
Sum of Squares
Age
Mean Square
1.046
71.136
67
75.319
4
.140
7.314
67
.109
Total
7.875
71
Between Groups
.011
4
.003
Within Groups
.976
67
.015
Total
.986
71
2.954
4
.739
98.323
67
1.468
101.278
71
7.562
4
1.890
Within Groups
127.938
67
1.910
Total
135.500
71
10.300
4
2.575
Within Groups
108.978
67
1.627
Total
119.278
71
.443
4
.111
Within Groups
21.416
66
.324
Total
21.859
70
9.196
4
2.299
Within Groups
70.123
67
1.047
Total
79.319
71
.911
4
.228
Within Groups
14.075
67
.210
Total
14.986
71
Between Groups
22.525
4
5.631
Within Groups
218.350
67
3.259
Total
240.875
71
Between Groups
16.702
4
4.175
Within Groups
68.397
66
1.036
Between Groups
Between Groups
Within Groups
Total
income
Flavours of Tea
Make Tea
per day consumption
Try Flavours
preffered variety of Tea
Vitality
Sig.
71
.561
F
1.062
Within Groups
Profession
4
Total
Like drink Tea
4.183
Within Groups
Gender
Between Groups
df
Between Groups
Between Groups
Between Groups
Between Groups
Between Groups
Som Lalit Institute of Management Studies
.985
.422
1.285
.285
.180
.948
.503
.733
.990
.419
1.583
.189
.341
.849
2.197
.079
1.084
.371
1.728
.154
4.029
.006
Page 69

70. Total
70
Between Groups
10.959
4
2.740
Within Groups
98.360
67
1.468
109.319
71
Between Groups
32.000
4
8.000
Within Groups
56.444
67
.842
Total
88.444
71
Between Groups
16.118
4
4.030
Within Groups
123.882
67
1.849
Total
140.000
71
.493
4
.123
Within Groups
35.160
67
.525
Total
35.653
71
2.804
4
.701
Within Groups
41.182
67
.615
Total
43.986
71
5.916
4
1.479
Within Groups
139.361
67
2.080
Total
145.278
71
.695
4
.174
Within Groups
117.249
67
1.750
Total
117.944
71
17.401
4
4.350
Within Groups
101.474
67
1.515
Total
Economic price
85.099
118.875
71
Total
Cleanliness
Neetly Dressed
price half cup
price of full cup
Reason for drinking
Location
Ideal chay Kitli
Between Groups
Between Groups
Between Groups
Between Groups
Between Groups
1.866
.127
9.496
.000
2.179
.081
.235
.918
1.140
.345
.711
.587
.099
.982
2.872
.029
 Findings
The Analaysis of Variable Test suggest that the Dependent Variable Quality is ‘Ideal
Chay Kitli, Neatly dressed, Cleanliness, Vitality and Per day consumption of Tea
which is more or less confirmation with the Correlation Matrix and the Regression
Test.
Som Lalit Institute of Management Studies
Page 70