Consumer Perception and Buying Patterns, Keeping in View Lipton Yellow Label

Abstract

Lipton is the world's best-known and biggest-selling branded tea and one of the major icons in Unilever’s global portfolio. Beneath its genteel exterior lies a surprisingly powerful product. It is the company's #2 food and beverage brand with sales of around E2.4bn in 2002. Founder Thomas Lipton was the son of a humble shopkeeper who transformed himself into a grocery millionaire before he was 30, establishing tea plantations and food factories worldwide. Now over a century later, Lipton is by far the dominant tea brand in its biggest market of its native country, US, as well as a leading name in prepared foods and cooking aids; and is a household brand in over another 100 territories worldwide.

The nature of research in this given report is descriptive in nature. As the main interest was in determining the consumer perception regarding the different attributes or characteristics of Lipton tea, therefore the research helps us to better understand the various characteristics of product as well as to find out consumer’s level of satisfaction out of it. Hence the research is descriptive in nature.