This study examines consumer preferences towards coffee brands, especially Nescafé and Bru. The main objective of the research is to understand customer preferences, satisfaction levels, and the factors that influence their buying decisions, such as taste, price, availability, and advertisements. The study is descriptive and analytical in nature, based on both primary and secondary data. Primary data was collected through questionnaires from 42 respondents, while secondary information was gathered from books, journals, and websites. The findings show that most consumers prefer coffee or consume both coffee and tea regularly. Among the different brands, Nescafé emerged as the most preferred choice compared to Bru and other brands. Taste was found to be the most important factor influencing purchase decisions, followed by product availability and pricing. Advertisements had comparatively less impact on consumer choices. Most respondents were satisfied with their preferred brand and mainly consumed coffee at home. The study concludes that consumer preference in the coffee market is mainly influenced by product quality, taste, and availability rather than promotional activities alone. Nescafé holds a strong position in the market because of its brand image and consumer trust. To remain competitive, coffee brands should focus on improving product quality, customer satisfaction, and innovative marketing strategies according to changing consumer preferences.
DR. AWADHESH KUMAR GUPTA (Wed,) studied this question.