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service marketFull description
Descripción: cafe
Descripción: Proceso de producción y beneficios del café peruano
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Descripción: cafe una experiencia extraordinaria
Research Proposal Executive Summary We intend to explore the customer behaviour and preference of tea/coee beverage brand outlet visitors. We want to segment the customers on demographic and psychographic basis. A quantitative & qualitative survey will be conducted targeting these visitors. The data will be analysed to draw conclusions for our obectives. Background !ndia consumes around "#$ of the world tea% yet rgani'ed coee retailers are ta(ing the limelight by expanding at a rapid pace across the country. There are around )### cafes dedicated to coee but very few upmar(et places related to tea% the dependable source for tea had been the local tea vendor selling the cutting chai. According to the Technopar( report about the !ndian caf* and tea bars% the mar(et is about +%,"# -rores% growing at the rate of "#$ in value each year% it constitutes "$ of the overall caf* and and tea bar mar(et% mar(et% which stands at s.0%1# crore. !t is expected to touch over 0%"## chains from )1## in the next 0 year. year. Tea Tea bars are relatively relatively in its nascent stages %they have been growing continuously continuo usly from "##, and there are are around around "1# across the country at present. present. The earliest entrant -hai point which started in "#+# has around 2# stores across 0 cities.3ven the branded tea manufacturers have set their foot in this mar(et. 456 has tea cafes under the brand name of Ta 7ahal 8rand and regional player Wagh 8a(ri have opened its tea lounges. 3xisting segment of -oee outlets oering a brand association for the young and as well the mid age for business meetings or ust to hang out. We want to understand the customer in these two segments in terms of preference% preference% behaviour and satisfaction. The -oee outlets considered are 9tarbuc(s% :eorgia% Aroma and the Tea caf* considered is the recent startup; -haayos. Purpose of the Research The purpose of this research research is is to conduct a study to determine determine the target target audience perception of Tea/-oee beverage cafes. The research obectives that we want to address are as follows? +. Attitude Attitude towar towards ds drin(i drin(ing ng eating eating at at these these cafes cafes ". Accurat Accurate e pro@lin pro@ling g of target target audien audiences ces behavi behaviour our ). etermine the service service aspects aspects that the the audience audience li(e li(e most when when eating out or drin(ing at these cafes as a sit down or ta(e out B. !dentify extent to which they visit visit these these cafes =frequency =frequency and duration> 1. etermine the experience experience and level level of satisfaction satisfaction compared compared to local thambi thambi 0. To understand the media response% response% as in social/print social/print etc that each group group of pro@le responds to. Research Problem What is the demographic and psychographic segmentation of customers for Tea/-oee beverage brand outletsC Sample utlet visitors at powai/uhu +1;0# age group 1# no.s Research Design 8efore collecting any primary data% relevant secondary data should be analysed @rst as this helps in de@ning the research research problem and develop an approach. 9o% any secondary data available regarding the tea/coee beverage brand outlet visitors should be identi@ed and
utili'ed accordingly. !n addition to that a questionnaire survey =Eualitative /Euantitative> will be the research design which will serve as a primary data. !t will be used to collect information about the age group% behaviour% preference% needs% frequency of visits etc. =!n; depth !nterviews> Field work The survey will be conducted by physical method in the region where outlets are located% in order to capture all the age groups as to have better quality of response considering Foods of survey mails that students receive% quality of response cannot be assured. Data collection ata collected from the secondary data sources li(e euromonitor %WA-%Gielsen !n epth and focus group interviews are conducted on the visitors of these caf* and tea chains ata collected by observing the how people spent their time at the oints Euantitative data collected by surveys 9entiment analysis by exploring over social media Data analysis
Dilter the data by adding some criteria
/etreive data
sort the data based on reponses
etermine the range
determine the distribution of variables eg? dist. based on age group%intere sts etc
ost
9.no + "
Activity Hrinting sheets for survey & other 9tationary items Travelling expenses per person visting " ;) days oints in uhu and powai
Total expenses I+## !ime Schedule
3xpenses "## )## TotalI)##J0I+1##
Dind Anomalies
-luster & -orelate
A :antt chart is provided showing how the tas(s are scheduled for completion during the course of our proect
Euestions !nformation to be obtained
Karious caf* oints you visit Drequency of visit Time spent =Ambience > ccasion of visit= wor( related% normal consumption% get together> Way of -ommutation =shows importance of par(ing space> -onsumption pattern/order preferences Average spending -ustomer service for getting the order
+. ". ). B.
What are the various caf* oints you visitC 4ow frequently do you visit the your most preferred ointC 4ow frequently do you visit the your less preferred ointC Karious occasions of you visit your preferred ointsC ptions = wor( related% normal consumption% get together etc> ans to be given in the ascending order of occasion 1. Karious way of commutation to the caf*/tea ointC
+. What is the frequency of visit to the cafesC ". Time of visit in a dayC ). ierent occasions you visit =li(e for wor( based%