To quantify and understand the behavior, pattern and quantity of tea purchase, cunsumption and sale by surveying rural households and rural retail outlets; Brooke Bond Lipton India Limited

Abstract

The research was undertaken by administering structured questionnaires to rural consumers and rural retailers. The study was conducted in two phases. In the first leg, the consumer questionnaire was administered to consumers in 6 villages, in the population strata 1000-10000 persons/village. In the Bareilly district. The sample size was 170 households. The retailer questionnaire was administered to 27 retailers in these villages. In the second leg, the consumer questionnaire was administered to consumers in 17 villages, in the population strata of less than 1000 persons, in the Bareilly and Rae Bareli districts, the sample size was 210 households. The retailer questionnaires was administered to 38 retailers in these villages. A sample collection exercise was undertaken in 19 places to collect loose tea samples to research their qualitative and quantitative aspects. The samples were collected from 68 retailers in these 19 places.