The present research paper presents a comprehensive analysis of consumer preferences toward Tata Tea products, with the objective of understanding key factors influencing customer behavior and loyalty in the Indian tea market especially towards Trichy District of Tamil Nadu. As a flagship brand under the Tata Group, Tata Tea has maintained a strong presence in the Indian FMCG sector for decades. However, in the face of increasing competition, shifting consumer expectations, and evolving market trends, it becomes essential to evaluate consumer perceptions and preferences to sustain and expand its market share. The study analyses multiple dimensions that influence consumer decision-making, including taste, aroma, price sensitivity, packaging, availability, brand reputation, and promotional strategies. A structured questionnaire was administered to a sample of 200 respondents selected through convenience sampling. The demographic profile of the respondents covered various age groups, education levels, occupations, and income brackets to ensure diversity and inclusiveness. Quantitative analysis was conducted using different statistical tools used to derive meaningful insights from the data.
Ramachandran et al. (2026) studied this question.