A STUDY ON CONSUMER PREFERENCE ON CAFE COFFEE DAY The report submitted to the Department of Management studies in partial fulfilment for the award of the degree of
MASTER OF BUSINESS ADMINISITRATION
SUBMITTED BY T.G.BRIYANGA REG. NO: 1511022 Under the g!d"n#e $% Dr. M. &ee'"n"nth"n
De("rt)ent $% M"n"ge)ent Std!e* T+IAGARA&AR SC+OO, OF MANAGEMENT-AUTONOMOUS -A%%!/!"ted t$ M"dr"! ")"r" Un!'er*!t M"dr"! 3 425 004.
TAB,E OF CONTENT
C+APTER 1
C+APTER 2 C+APTER 7
TOPIC ACNO,EDGEMENT
PAGE NO. I
INTRODUCTION
1
1.1 Backgr Backgroun ound d 1.2 Growth Growth Of Cafe Industry Industry In India 1.3 Cafe Cafe Coffee Coffee Day 1.4 Scope of of the the study study 1. O!"ecti#e O!"ecti#e of the the study study RE6IE OF ,ITERATURE 2.1 $e#iew of %iterature RESEARC+ MET+ODO,OGY 3.1 $esearch Design 3.2 Data Sources 3.3 Sa&p%ing 3.4 Sa&p%ing 'echni(ue 'echni(ue
C+APTER 8 C+APTER 5
3. 'oo%s )or *na%ysis ANA,YSIS AND INTERPRETATION 4.1 *na%ysis a&ong $espondents RECOMMENDATION ION AN AND ,I ,IMIT MITATION ION .1 )indings .2 +i&itations CONC,USION
C+APTER 4 APPENDI9
i. ii. iii.
Bi!%iography $eferences ,uestionnaire
ACNO,EDGEMENT
We take this opportunity to express our deepest and sincere gratitude to our professor Dr. M. ee!ananthan" for his insightfu# ad!ice" $oti!ating suggestions" in!a#ua%#e guidance" he#p and support in successfu# co$p#etion of this pro&ect and a#so for his constant encourage$ent and ad!ice throughout our course.
We 'ou#d #ike to con!ey our thanks to the teaching and non(teaching staff of the )hiagara&ar *choo# of Manage$ent for their in!a#ua%#e he#p and support throughout the course. We are a#so gratefu# to a## our c#ass$ates for their he#p" encourage$ent an d in!a#ua%#e suggestions.
C+APTER I 1. 1. 1
INTRODUCTION BACGROUND : )oday +offee has %eco$e a #ifesty#e. A#so" it has caught the fancy of today,s generation ( youth. )hese 'ere not the typica# coffee drinking target
custo$ers. -ut no' they are a %ig part of the target %ase for coffeehouses. And it is fashiona%#e to %e seen at the +offee Pu%s. It is in a 'ay" a #ifesty#e state$ent. )hat is %ad ne's for tea ( sti## the fa!ourite %re' for a $a&ority of Indians" 'hich has %een #osing out to coffee in recent years. India is on e of the 'or#d,s #argest exporters of tea and a#so one of its %iggest consu$ers. -ut it is coffee drinking 'hich is increasing#y %eco$ing a state$ent of young and up'ard#y $o%i#e Indians. And coffee %ars" an unheard of concept ti## a coup#e of years ago" are sudden#y %ig %usiness. +orner %ars #ike these are offering $ore than &ust coffee and snacks to their custo$ers. or $any of their regu#ar patrons" a !isit to these %ars is a#so a part of the 'estern #ifesty#e they so $uch 'ant to identify 'ith. )he +offee retai#ing sector in India is % oo$ing today" 'ith se!era# co$panies acti!e in the $arket. *o$e are #oca# entities" so$e ha!e co$e fro$ a%road and ha!e tied up 'ith #oca# co$panies" and so$e see$ to prepare the$se#!es for an entry sooner or #ater. )he $arket gro'th is expected to %e /0 to 02 annua##y in the next coup#e of years.
1.2 GROT+ OF CAFE INDUSTRY IN INDIA 3ot %e!erages ha!e a#'ays %een a part of the tradition of India" especia##y *outh India. +offee took the first seat in *outh India 'hen the traditiona# -rah$in c#asses %rought do'n the %e!erage fro$ the ru#ing -ritish around the 140s. During the ear#y years the drink 'as confined on#y to traditiona# rich -rah$in fa$i#ies 'ho ser!ed fi#ter coffee in a 5da!ra( tu$%#er6. +offee is no $ore confined to the rich -rah$in c#ass no'" though the tradition of ser!ing fi#ter coffee in the 5da!ra( tu$%#er6 continues to this day. In order to spread the drink" coffee houses e$erged at !arious p#aces in the country" 'hich a#so
ser!ed as the opposite p#aces for #a'yers and the educated c#ass to ho#d discussions ranging fro$ po#itics to cine$a. It is a#so %e#ie!ed that $any scripts and ideas for fi#$s e!o#!ed here. One of the o#dest coffee houses in *outh India is the 7aayars $ess" +hennai" 'hich ser!es first c#ass fi#ter coffee e!en today. )he $ess 'as esta%#ished in the 1480s and continues the tradition of coffee %ut supp#e$ents it 'ith 1 tiffin a#so. )he !intage #ocation of the $ess attracts huge cro'ds e!en today ear#y in the $ornings" +offee ho'e!er 'as not the on#y ite$ on the $enu. )hese p#aces a#so ser!ed food and other drinks to their custo$ers.
1.7 CAFE COFFEE DAY +afe +offee Day is a di!ision of India,s #argest coffee cong#o$erate" A$a#ga$ated -ean +offee )rading +o$pany 9td. :A-+)+9;" popu#ar#y kno'n as +offee Day" a 7s. 00 +rore I*O 400/ certified co$pany. +offee Day sources coffee fro$ <000 acres of coffee estates" the /nd #argest in Asia" that is o'ned %y a sister concern and fro$ 11"000 s$a## gro'ers. It is one of India6s #eading coffee exporters 'ith c#ients across =*A" Europe > apan. With its roots in the go#den soi# of +hick$ag#ur" the ho$e of so$e of the %est Indian +offees and 'ith the !ision of a true entrepreneur nurturing it" +offee Day has its %usiness spanning the entire !a#ue chain of coffee consu$ption in India. It6s different di!isions inc#ude? +offee Day resh n Ground :'hich o'ns <8 +offee %ean and po'der retai# out#ets;" +offee Day @press :'hich o'ns 81 +offee Day iosk;" +offee Day )ake a'ay :'hich o'ns B000 Cending Machines;" +offee Day Exports and +offee Day Perfect :M+G Packaged +offee; di!ision. +afe +offee Day :++D; pioneered the caf concept in India in 144 %y opening its first cafe at -rigade 7oad in -anga#ore. )i## a%out the #ate 14406s coffee drinking in India 'as restricted to the inte##ectua#" the *outh Indian traditiona#ist and the fi!e star coffee shop !isitor. As the pure :as opposed to instant coffee; coffee cafe cu#ture in neigh%ouring internationa# $arkets gre'" the need for a re#axed and fun Fhangout for the e$erging ur%an youth in the country 'as c#ear#y seen. 7ecogniHing the potentia# that #ay ahead on the horiHon" +afe +offee Day e$%arked on a dyna$ic &ourney to %eco$e a #arge organiHed retai# caf chain 'ith a distinct %rand identity of its o'n. ro$ a handfu# of cafes in six cites in the first < years" ++D has %eco$e India6s #argest and pre$ier retai# chain of cafes 'ith 84 cafes in < cities around the country. FEnthused %y the success of offering a 'or#d(c#ass coffee experience" ++D has opened a +afe in Cienna" Austria and is p#anning to open other +afes in the Midd#e East" Eastern
Europe" Eurasia" Egypt and *outh East Asia in the co$ing $onths.
1.8 SCOPE OF T+E STUDY )he purpose of the study is to kno' the different pro%#e$s faced %y the indi!idua#s 'ho are !isiting +afe +offee Day. )heir #e!e# of a'areness a%out the !arious aspects of prices" products and it6s a!ai#a%i#ity at cafe coffee day are sur!eyed. No'(a(days" indi!idua# 'ho are !isiting caf coffee day #ook out for $any faci#ities and co$fort Hone. )he $ain purpose of this study is to understand the different pro%#e$s faced %y the indi!idua# 'ho are !isiting cafe coffee day and 'hat are their preferences to'ards it and a#so to gi!e !isitors suggestion to so#!e the pro%#e$s.
1.5 OB&ECTI6E OF T+E STUDY
)o study a%out the custo$er preference to'ards +afe +offee Day )o study the !arious factors inf#uencing the custo$er to !isit +afe +offee Day )o study a%out the attitude of the custo$er to'ards the +afe +offee Day. )his research pro&ect 'i## inc#ude the fo##o'ing issues ( Identifying the factors that inf#uence the custo$er the $ost :factors such as coffee taste" a$%iance" afforda%i#ity; +usto$ers purchasing %eha!iour and attitude to'ards coffee houses :in ter$s that for 'hat purpose they !isit a coffee(house" on 'hat occasions they prefer to !isit a coffee( house" 'ho inf#uence their preference" ho' $uch they spend etc.;
C+APTER II
2. RE6IE OF ,ITERATURE +usto$er preferences is a &udg$ent %y the custo$er" post purchase.
)he $ost popu#ar !ie' of custo$er preferences in acade$ia is that custo$er preferences is the &udg$ent %orne out of the co$parison of preJpurchase expectations 'ith post purchase e!a#uation of the product or ser!ice experience :O#i!er" 144B;. +usto$er preferences can resu#t fro$ any di$ension :'hether or not it is Kua#ity re#ated; and its &udg$ents $ay arise fro$ non(Kua#ity issues :e.g. needs" eKuity" perceptions of 5fairness6; and reKuire experience 'ith the ser!ice or pro!ider :)ay#or and -aker1448;L 3o'ard and *eth" 144;. *trong #inkages ha!e %een apparent %et'een ser!ice Kua#ity di$ensions :for exa$p#e speedy responses to enKuiries; and o!era## custo$er preferences :Anderson and *u##i!an" 144;. *eth et a# :/00; ana#ysed that there is re#ati!e i$portance of ser!ice Kua#ity attri%utes and sho'ed that responsi!eness is the $ost i$portance di$ension fo##o'ed %y re#ia%i#ity" custo$er percei!ed net'ork Kua#ity" assurance" con!enience" e$pathy. Carun ).+. :/00; in his study F+onsu$er preferences of +offee in arnataka $entioned +offee is drunk in $ost countries" %ut typica##y one predo$inates. +offee is the preferred drink in Europe and A$erica. =nti# the ear#y eighteenth century" coffee production and consu$ption 'as confined to the Is#a$ic Wor#d. European traders a#tered this pattern dra$atica##y. )he present pattern of coffee consu$ption is inf#uenced %y inco$e per capita. 7e#igious inf#uence p#ayed so$e part in the ear#y de!e#op$ent of coffee %ut ha!e #itt#e re#e!ance at the present. In the past" coffee 'as regarded as an o#d fashioned %e!erage for o#der peop#e" 'ith &ust t'o f#a!ours regu#ar and decaf. +offee" of #ate has %eco$e re#e!ant and conte$porary.
C+APTER III
7. RESEARC+ MET+ODO,OGY 7esearch $ethodo#ogy is a 'ay to syste$atica##y so#!e the research pro%#e$. )his section exp#ains a%out the #ogic %ehind the $ethods 'e used in the context of
our research and exp#ain 'hy 'e used a particu#ar $ethod or techniKue and not the other techniKues so that research resu#ts are capa%#e of %eing e!a#uated easi#y and accurate#y.
7.1 RESEARC+ DESIGN A research design is the arrange$ent of conditions for co##ection and ana#ysis of data in a $anner that ai$s to co$%ine re#e!ance to the research purpose 'ith econo$y in procedure. )he $ethodo#ogy used in pro&ect is Descripti!e 7esearch. Descripti!e research studies are those studies 'hich are concerned 'ith descri%ing the characteristics of a particu#ar indi!idua# or a group. Descripti!e research is a#so ter$ed as Ex post facto research. )he $ain characteristic of this $ethod is that the researcher has no contro# o!er the !aria%#esL one can on#y report 'hat has happened or 'hat is happening. *ince our o%&ecti!e 'as to deter$ine the factors of happiness a$ong a sa$p#e 'e used descripti!e research design.
7.2 DATA SOURCES *ince our o%&ecti!e is to find out a rea# #ife pro%#e$ it is often found that data at hand are inadeKuate" and hence" it %eco$es necessary to co##ect data %ased on our o%&ecti!e. )here are se!era# 'ays of co##ecting data 'hich differ considera%#y in context of $oney costs" ti$e and other resources.
PRIMARY DATA Pri$ary data are those 'hich are co##ected afresh and for the first ti$e" and thus happen to %e the origina# in character. Pri$ary data can %e co##ected through experi$ent or through sur!ey. 3ere" sur!ey $ethod 'as adopted %ecause it he#ps to procuring data and detai#ed infor$ation fro$ the respondents.
3ere 'e co##ected data through Kuestionnaires. A Kuestionnaire consists of a nu$%er of Kuestions re#ated to the sur!ey. We created a Goog#e for$ of the Kuestionnaire and circu#ated a$ong the sa$p#e to co##ect the data. We opted to use Kuestionnaire $ethod %ecause it is #o' cost and #arge sa$p#es can %e $ade use of and thus the resu#ts can %e $ade $ore dependa%#e and re#ia%#e.
7.7 SAMP,ING *ince our fie#d study 'as undertaken in a practica# #ife" considerations of ti$e and cost a#$ost in!aria%#y #ead to a se#ection of respondents. )he respondents se#ected shou#d %e a representati!e of the tota# popu#ation as possi%#e in order to produce a $iniature cross( se#ection. )he se#ected respondents constitute 'hat is technica##y ca##ed as 5sa$p#e6 and the se#ection techniKue is ca##ed 5sa$p#ing techniKue6.
)he sa$p#ing techniKues considered to se#ect the sa$p#e are as fo##o'sL
1. *a$p#e siHe? *a$p#e siHe refers to the nu$%er of respondents se#ected fro$ the uni!erse to constitute the sa$p#e. )he siHe of the sa$p#e shou#d neither %e excessi!e#y #arge" nor too s$a##. On#y an opti$u$ sa$p#e can fu#fi# the reKuire$ents of efficiency" representati!eness" re#ia%i#ity and f#exi%i#ity. *o %ased on the para$eters of our interest in our study kept in !ie'" 'e decided that the $ini$u$ sa$p#e siHe shou#d %e <0. We 'ere a%#e to co##ect the data fro$ 0 $e$%ersL hence the sa$p#e siHe of our research is 0.
/. *a$p#ing )echniKue?
Most predo$inant#y used techniKues to se#ect sa$p#es are pro%a%i#ity sa$p#ing and nonpro%a%i#ity sa$p#ing. 3ere 'e ha!e used pro%a%i#ity sa$p#ing to se#ect the respondents. Pro%a%i#ity sa$p#ing is %ased on the concept of rando$ se#ection 'here
each indi!idua# of the popu#ation has the eKua# chance of %eing se#ected as a respondent.
Our popu#ation does not constitute a ho$ogenous group and so 'e used stratified sa$p#ing techniKue to se#ect the sa$p#e. In stratified sa$p#ing" the popu#ation is di!ided into se!era# su%(popu#ations" so 'e di!ided the popu#ation into su% groups %ased on occupation and gender that are indi!idua##y $ore ho$ogenous than the popu#ation. )hese indi!idua# groups are ca##ed as 5strata6. )hen 'e se#ected the sa$p#e fro$ each sing#e stratu$ to constitute the entire sa$p#e.
7.8 TOO,S FOR ANA,YSIS )he too#s used for ana#ysis is *P** *oft'are. )he too#s used to interpret are the fo##o'ings 1. One Way ANOCA /. reKuency ta%#e ana#ysis . +hi *Kuare )est
ONE AY ANO6A )he one('ay ana#ysis of !ariance :ANOCA; is used to deter$ine 'hether there are any significant differences %et'een the $eans of t'o or $ore independent :unre#ated; groups :a#though you tend to on#y see it used 'hen there are a $ini$u$ of three" rather than t'o groups;.
ASSUMPTIONS )he resu#ts of a one('ay ANOCA can %e considered re#ia%#e as #ong as the fo##o'ing assu$ptions are $et?
7esponse !aria%#e residua#s are nor$a##y distri%uted :or approxi$ate#y nor$a##y
distri%uted;.
*a$p#es are independent.
Cariances of popu#ations are eKua#.
7esponses for a gi!en group are independent and identica##y distri%uted nor$a#
rando$ !aria%#es :not a si$p#e rando$ sa$p#e :*7*;;. ANOCA is a re#ati!e#y ro%ust procedure 'ith respect to !io#ations of the nor$a#ity assu$ption. If data are ordina#" a non(para$etric a#ternati!e to this test shou#d %e used such as ruska#JWa##is one('ay ana#ysis of !ariance.
C+APTER 3 I6 ANA,YSIS AND INTERPRETATION De*#r!(t!'e St"t!*t!#* 3 C$)("r!*$n $% )e"n*
Descriptive Statistics
N Gender
Mean
Std. Deviation
50
1.48
.505
50
2.02
.473
50
1.48
.646
50
2.88
.&82
50
2.46
.676
50
2.44
.733
50
2.16
.510
50
2.24
.555
50
1.&6
.807
50
2.08
.&66
o! do #ou no! ,,D
50
3.22
.&54
/a*ue o" 'one# at ,,D
50
2.16
.&55
De*iver# i'e at ,,D
50
1.82
.&62
50
1.10
.303
50
2.10
1.074
ua*it# o" "ood drin
50
1.64
.776
/a*id N *i$t!i$e
50
Age Occupation o! o"ten do #ou vi$it a co""ee $%op On an average %o! 'uc% ti'e do #ou $pend at co""ee $%op o! 'uc% 'one# do #ou $pend at a co""ee $%op( )%# do #ou go to co""ee $%op o! 'an# peop*e do #ou go to a co""ee $%op !it%( Sta"" +e%aviour o" ,,D Avai*a+i*it# o" pre"erred -te'$
Are #ou $ati$"ied !it% t%e *ocation o" ,,D )%at do #ou nor'a**# eat or drin at ,,D
ro$ the a%o!e ta%#e it can %e inferred that the a'areness regarding the cafe coffee day o'ards !isiting and a!ai#a%i#ity of products a$%ience ha!e #arge differences in their $eans than the preferences of the custo$ers to'ards !isiting cafe coffee day. One ;" ANO6A
)he one('ay ana#ysis of !ariance :ANOCA; is used to deter$ine 'hether there are any significant differences %et'een the $eans of t'o or $ore independent :unre#ated; groups :a#though you tend to on#y see it used 'hen there are a $ini$u$ of three" rather than t'o groups;. One3;" ANO6A Re*/t* %$r De)$gr"(h!# '"r!"
)o ascertain the o%&ecti!e of kno'ing the i$pact of de$ographic !aria%#es on the di$ensions one 'ay ANOCA has %een constructed as sho'n in the ta%#e gi!en %e#o'.
C$)("r!*$n $% An$'" t"
ANO6A 3o' often do you !isit a coffee shop *u$of df
*Kuares -et'een Groups /.< Within Groups 88.B1B )ota# 8B./0
/ 8B 84
Mean *Kuare
*ig.
1.// .4<1
./B0
1.8B
)he inference here is that" =sua##y custo$ers !isit other coffee shop depends on their occupation 3ere at <2 significance #e!e# Nu## hypothesis is accepted so" )here is no significant difference %et'een occupation and custo$ers !isiting coffee shop.
+o$parison %et'een age and the $oney they spend at coffee shop
ANOVA o! 'uc% 'one# do #ou $pend at a co""ee $%op ( Su' o" Suare$ et!een Group$ )it%in Group$
d"
Mean Suare
.78&
2
.3&5
25.531
47
.543
Sig. .726
.48&
ota*
26.320
4&
At <2 significance 0.84 0.0<" so Nu## hypothesis is accepted" )herefore" there is no significance difference %et'een age an d the $oney they spend at coffee shop.
+o$parison %et'een gender and peop#e they preferred to go coffee shop
ANOVA o! 'an# peop*e do #ou go to a co""ee $%op !it%( Su' o" Suare$ et!een Group$
d"
Mean Suare
.123
1
.123
)it%in Group$
14.&&7
48
.312
ota*
15.120
4&
Sig. .3&4
.533
At <2 significance #e!e#" 0.< 0.0< so nu## hypothesis is accepted )herefore" there is no significant difference %et'een gender and peop#e !isiting coffee shop.
ANOVA Su' o" Suare$ et!een Group$ ua*it# o" "ood drin
d"
Mean Suare
.216
1
.216
)it%in Group$
2&.304
48
.611
ota*
2&.520
4&
.353
et!een Group$ Sta"" +e%avior o" ,,D
1.257
1
1.257
)it%in Group$
30.663
48
.63&
ota*
31.&20
4&
2.133
1
2.133
)it%in Group$
42.587
48
.887
ota*
44.720
4&
.347
1
.347
)it%in Group$
45.333
48
.&44
ota*
45.680
4&
.431
1
.431
)it%in Group$
44.&4&
48
.&36
ota*
45.380
4&
et!een Group$ /a*ue o" 'one# at ,,D
et!een Group$ Avai*a+i*it# o" pre"erred -te'$
et!een Group$ De*iver# i'e at ,,D
1.&67
2.405
.367
.461
At <2 significance #e!e#" at a## category is greater than it6s significance #e!e# so there is no significant differences %et'een the factors for it6s de!e#op$ent on age %asis.
+3I *Q=A7E )E*) +hi(sKuare is a statistica# test co$$on#y used to co$pare o%ser!ed data 'ith data 'e 'ou#d expect to o%tain according to a specific hypothesis. We $ight 'ant to kno' a%out the goodness to fit %et'een the o%ser!ed and expected. Were the de!iations :differences %et'een o%ser!ed and expected; the resu#t of chance" or 'ere they due to other factors. 3o' $uch de!iation can occur %efore you" the in!estigator" $ust conc#ude that so$ething other than chance is at 'ork" causing the o%ser!ed to differ fro$ the expected. )he ch i(sKuare test
is a#'ays testing 'hat scientists ca## the nu## hypothesis" 'hich states that there is no significant difference %et'een the expected and o%ser!ed resu#t.
)he ana#ysis ha!e %een 'ith co$parison of staff %eha!ior to'ards the custo$er satisfaction
Are you satisfied with the location of CCD * Staff behavior of CCD Cross tabulation
,ount Sta"" +e%avior o" ,,D 9ce**ent :e$
Are #ou $ati$"ied !it% t%e *ocation o" ,,D
Average
Sati$"actor#
13
25
5
2
45
1
2
1
1
5
14
27
6
3
50
No
ota*
Good
ota*
Chi-Square Tests /a*ue
d"
A$#'p. Sig. 2; $ided
2.440a
3
.486
=ie*i%ood >atio
1.81&
3
.611
=inear;+#;=inear A$$ociation
1.651
1
.1&&
N o" /a*id ,a$e$
50
a. 5 ce**$ 62.5? %ave e9pected count *e$$ t%an 5. %e 'ini'u' e9pected count i$ .30.
3ere at <2significance #e!e# there is no association %et'een these t'o factors.
Fre=en# d!*tr!<t!$n :
Delivery Tie at CCD reuenc#
/a*id
,u'u*ative
/a*id
9ce**ent
23
46.0
46.0
46.0
Good
18
36.0
36.0
82.0
4
8.0
8.0
&0.0
Average
Sati$"actor# ota*
5
10.0
10.0
50
100.0
100.0
100.0
According to custo$er preferences the de#i!ery ti$e at ++D is Exce##ent and they prefer ser!ing peop#e at fu## extent.
!uality of food " drin# reuenc#
/a*id
,u'u*ative
/a*id
9ce**ent
26
52.0
52.0
52.0
Good
17
34.0
34.0
86.0
6
12.0
12.0
&8.0
1
2.0
2.0
100.0
50
100.0
100.0
Average Sati$"actor# ota*
In co$parison 'ith Qua#ity of drink it is that a#$ost it satisfies the custo$er needs and it is exce##ent in it6s Kua#ity of pro!iding foods to custo$ers according to their preferences.
reKuency Distri%ution
Value of oney at CCD reuenc#
/a*id
,u'u*ative
/a*id
9ce**ent
11
22.0
22.0
22.0
Good
27
54.0
54.0
76.0
6
12.0
12.0
88.0
Sati$"actor#
5
10.0
10.0
&8.0
1
2.0
2.0
100.0
ota*
50
100.0
100.0
Average
Ca#ue of $oney spending at ++D is considered as Good %ut it considered /2 poor in ter$s of $oney it $ust %e taken into consideration to a!oid this. Availability of preferred $tes reuenc#
/a*id
,u'u*ative
/a*id
9ce**ent
15
30.0
30.0
30.0
Good
22
44.0
44.0
74.0
7
14.0
14.0
88.0
6
12.0
12.0
100.0
50
100.0
100.0
Average Sati$"actor# ota*
Peop#e prefers !ariety of foods it is good at ++D and not so exce##ent it $ust %e de!e#oped so as to i$pro!ised it6s products regarding to their custo$er needs.
+o$parison of Age %et'een the factors of 'hy custo$ers prefers to go for ++D and the ti$e they spend at ++D
indings ?
It is that differentiated %et'een the AGE category 'ith respecti!e to the Kuestions of 'hy custo$ers prefers to go to coffee shop and ho' $uch ti$e they spend at coffee shop.
It is inferred that" Age category %et'een /1 (0 is !isiting ++D to +atch up 'ith their riends +usto$ers don6t prefer !isiting ++D to ha!e &ust an cup of coffee Age category of /1 J 0 is a#one spending $ore than 1 hour at ++D as their co$fort
#e!e#.
+o$parison of Age %et'een factors of $oney they spend and ho' they co$e to kno' a%out ++D
indings ? •
It6s is that peop#e tends to find a%out ++D %y friends rather than other $eans of co$$unications
•
Age category of /1 J 0 is a#one spending their part at ++D $ore than 1<0 7s.
•
e$a#e tends to spend $ore than co$pared to $a#e.
•
Ma#e on an a!erage spends around 100 J 1<0 7s.
+o$parison of staff %eha!ior at ++D %y c#assification of Gender
indings ? *taff %eha!ior of ++D is categoriHed as Exce##ent %y Ma#e rather than e$a#e )he a!erage $easure$ent is categoriHed %y e$a#e they tends to say that ++D
shou#d i$pro!ised in fie#d of staff %eha!ior.
+o$parison of Ca#ue of Money at ++D %y c#assification of Gender
indings ? •
Ma#e prefers that !a#ue of products at ++D is Go od than e$a#e
•
*o$e category of e$a#e says that !a#ue of $oney is poor as %ecause they see$s it is too high
•
It is inferred that price has to %e reduced so to a!oid custo$ers shifting
C+APTER 6 RECOMMENDATION AND ,IMITATION
5.1 FINDINGS
It is that $any consu$ers prefer going ++D to spend their #eisure ti$e a#ong
'ith their friends. +onsu$ers !isiting ++D ne!er $ind of spending on $one y Many consu$ers !isiting ++D prefers of s$oothies rather than eata%#es )he $ode of co$$unication is #acking %ecause those peop#e !isiting ++D ca$e to kno' on#y through their friends *o ad!ertise$ent shou#d %e $ade effecti!e#y to reach custo$ers )he #ocation of ++D is a#so $ain pro%#e$ %ecause custo$ers doesn6t kno' a%out ++D and it6s #ocations.
5.2 ,IMITATIONS OF T+E STUDY
)he study is confined on#y to Madurai +ity. )he ti$e period of the study 'as #i$ited. On#y #i$ited sa$p#e siHe 'as possi%#e for such a !ast research
C+APTER 3 6I CONC,USION ro$ the pro&ect 'e can conc#ude the fo##o'ing?(
•
)hat $a&or things is that custo$ers gi!e top priority to the Kua#ity of ser!ice Rproduct
•
and a$%ience. )he $a&or co$petitor of caf coffee day is undou%ted#y %arista as %oth of the ser!ice pro!ides cater to sa$e $arket seg$ent India as they find India ne' target $arket.
+afe coffee Day? ( )his has %een positioned for younger g eneration usua##y co##ege and younger peop#e. With out#ets strategica##y positioned near co##ege" soft'are co$panies and p#aces 'here they can target custo$ers. On ana#ysis it can %e seen that $a&ority of the custo$ers are of 1(/0 age group. Peop#e prefer coffee day #ocation for treats.
APPENDI9 !.
B!
!!.
-usiness research $ethods J Wi##ia$ .G. Sik$und Marketing 7esearch" An App#ied OrientationJ Naresh .Ma#hotra
Re%eren#e*
• • • •
!!!.
http?RR'''.ats.uc#a.eduRstatRspssRoutputRfactor1.ht$# *tudy on custo$ers attitudes %y *.*. Gonsa#!es J /01< '''.cafecoffeday.co$R '''.casestudying.co$Rcafe(coffee(strategy(india
>e*t!$nn"!re >UESTIONNAIRE 7espected *irRMada$"
I sincere#y reKuest you to spend so$e of your !a#ua%#e ti$e to fi## this Kuestionnaire" as I a$ undergoing a pro&ect on J F+usto$ers Preferences to'ards +afe +offee Day. I reKuest you to kind#y co(operate 'ith $e in o%taining re#e!ant infor$ation. 1. Na$e? TTTTTTTTTTTTTTTTT /. Gender?
U Ma#e U e$a#e
. Age? U V/0 ears U /1 J 0 ears U 1 ears 8. Occupation ? U *tudent U Working U -usiness <. 3o' often do you !isit a +offee shop U Once a 'eek UOnce in t'o 'eeks UOnce a $onth UCery 7are#y
. 3o' $uch $oney do you spend at a coffee shop U#ess than 100 U100 ( 1<0 UMore than 1<0 B. On an a!erage ho' $uch ti$e do you spend at a coffee shop U#ess than 1R/ an hour U1R/ an hour to 1 hour UMore than 1 hours . 3o' $any peop#e do you go to a coffee p#ace 'ith UA#one U/ ( 8 UMore than 8 4. Why do you go to a coffee shop UOn#y to ha!e coffee U+atch up 'ith friends Uor group acti!ities 10. 3o' do you kno' ++D U-y Ad!ertise$ents U-y MagaHines U-y Word of $outh U-y riends 11. 7ate the fo##o'ing factors for +afe +offee Day
S.N$ 1.
>e*t!$n* *taff -eha!ior.
E9CE,,ENT
GOOD
A6ERAGE
SATISFCATORY
POOR
/. . 8. <.
Ca#ue or Money A!ai#a%i#ity Of Preferred Ite$s De#i!ery )i$e Qua#ity Of oodRDrink.
1/ .Are you satisfied 'ith the #ocation of ++D Ues UNO
1 .What do you nor$a##y eat or drink in a +afe +offee Day U+offee U*$oothest and si$i#ar drinks UDesserts and confectionery UEata%#es #ike sand'ich" *a$osas etc"". 18. Do you ha!e any suggestions to i$pro!e
