PERCEPTIONS OF UNIVERSITY STUDETNS IN PAKSITAN TOWARDS TEA AND HOW THESE AFFECT THE BRAND OF TAPAL

Abstract

This study has been undertaken with a view to study the perceptions and attitudes of youth in Pakistan towards tea to see whether young people have come to closely associate themselves with tea or is tea still largely a drink for adults. It analyses young people’s motivations for drinking tea. If they are drinking tea, what factors do they consider most important in a satisfying cup of tea? The findings of this study can be used by tea companies to shape their marketing and also to modify the product itself to better suit the tastes of the target youth market. The study in its later part aims at the very purpose of finding out how ‘Tapal’ has been able to become a serious threat to the dominance of Lipton, and how it can extend its regional leadership into national leadership. The importance of effective positioning, and communicating that position has been discussed from a perspective of being a means to an end, that end being provision of better value for both internal and external customers, while at the same time building market share and profitability. Industry standards are discussed and also the evolution of the industry is seen in its local perspective. I have tried to keep the analysis objective and interesting. I hope this submission will generate both a lively and strategic debate in the academic and research circles of NIMS.