STUDY OF CUSTOMER SATISFACTION OF CAFÉ NESCAFE
A project submitted to the faculty of Management in partial fulfillment of the requirement for the degree, University of Mumbai Under the guidance of Submitted By : Mr. Yogesh. MMS IV - Marketing
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Certificate This is to certify that Mr. Yogesh., student of Institute of Management Studies & Research, has successfully carried out the project, “Study of Customer Satisfaction of Café Nescafe” under my supervision and guidance as partial fulfillment of the requirements of MMS course, Mumbai University
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TABLE OF CONTENTS SR.N O.
TOPIC
PAGE NO.
1.
EXECUTIVE SUMMARY
5
2.
RESEARCH PROBLEM & OBJECTIVE
6
3.
INTRODUCTION
8
4.
CAFÉ NESCAFE
9
5.
KEY FEATURES
11
6.
PRODUCTS OFFERED
12
7.
CUSTOMER PROFILE
13
8.
COMPETITORS
14
9.
BARISTA
15
10.
CAFÉ COFFEE DAY
16
17.
RESEARCH METHODOLOGY
17
18.
DATA ANALYSIS
19
19.
CONCLUSION
39
20.
LIMITATIONS
41
21.
RECOMMENDATIONS
42
22.
SUMMARY
43
23.
QUESTIONNAIRE
44
24.
BIBLIOGRAPHY
50
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EXECUTIVE SUMMARY The research was conducted to find the satisfaction levels of customers visiting café Nescafe outlets across Mumbai. Initially some background data about the major competitors of café Nescafe was collected. The main sources of information were the internet and British Council Library. This information proved to be very useful in improving the understanding about the industry and it also gave an insight on how to go about preparing the questionnaire. One of the main things that emerged from the literature review was that Nescafe and coffee and used interchangeably in our daily lives, and Nescafe is a coffee legend. After submission of the research proposal a questionnaire was prepared having a good choice of open ended dichotomous questions. The sample size was calculated by undertaking a pilot study. The sample was drawn from all age groups namely: 16-21, 22-27, 28-33 and 34 above. The sample was drawn from varied areas of Mumbai from people who frequent café Nescafe outlets. The data collected through the questionnaire was analysed using the SPSS software package. Before analysis the data was converted into a standard form. It was concluded that majority of the respondent’s associate coffee shop with café Nescafe. This in itself is a testimonial to the fact that café Nescafe today has become a generic name for a coffee shop. The primary reason of visiting the café is spending time rather than consuming the product. Freshness as an attribute of quality is rated very high for café Nescafe, followed by aroma and appearance.
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RESEARCH PROBLEM To measure the customer satisfaction of café Nescafe across Mumbai
RESEARCH OBJECTIVE 1. To understand customer expectations. 2. To understand the likes and dislikes of customers among the present offerings. 3. To identify problem areas in serving the customers.
DRINKING coffee while hanging out with friends might soon become the happiest thing to do. Imagine a place where the ambience is comforting and casual, with some semblance to the legendary European road cafe. There are trademark white, wooden tables and bright halogens in blue shades which dot the flaming orange walls. There’s a scrabble board and books available to keep silent minds busy. The more gregarious are free to strum the guitar leaning against the corner wall. WELCOME THEN TO THE WORLD OF COFFEE SHOP – THE CAFÉ NESCAFE
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INTRODUCTION
The beginnings of Nescafé can be traced all the way back to 1930, when the Brazilian government first approached Nestlé. The coffee guru, Max Morgenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavor. After seven long years of research in our Swiss laboratories, they found the answer. The new product was named Nescafé – a combination of Nestlé and café. We first introduced Nescafé in Switzerland, on April 1st, 1938. For the first half of the next decade, however, World War II hindered its success in Europe. Nescafé was soon exported to France, Great Britain and the USA. Without realising it, American played a key role in re-launching Nescafé on the continent by virtue of the fact that it was included in their food rations. Its popularity grew rapidly through the rest of the decade. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking
to
coffee-houses
to
hear
the
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new
rock
’n’
roll
music.
It is currently estimated that, on average, some 3,000 cups of Nescafé are drunk every second. We think you’ll agree, Nescafé’s come a long way since 1938 and we all owe a lot to Max Morgenthaler and his team! Coffee major Nestle launched its globally popular coffee bars, `Cafe Nescafe', all over India in the year 1999. The Nescafe brand of coffee has a presence in over a hundred countries. A couple of years ago, the company launched its coffee bar concept in markets across the world, including Japan and UK, as a novel method of communication about the brand. Cafe Nescafe has introduced Indian palates, used to the taste of traditional `filter coffee', to a variety of ways the drink is enjoyed the world over. The coffee bars have on offer a range of specialty Italian coffee, like the Cappuccino, Moccacino, decaffeinated black and white and Nesquik hot chocolate and Nestea among hot beverages. The coffee bars also have a range of cold beverages, including cold coffee, iced teas and coffee in lemon and strawberry flavours, to begin with. The first Cafe Nescafe was soft-launched at a hip shopping mall in Pune. It has for its neighbours, Ms Simone Tata's Westside and the old favourite shopping spot, Dorabjees. The company’s concept has grown through franchisees. Nestle has used the café concept to tap the large `out-of-the-house, impulse consumption' by urban families that regularly spend time out at large shopping malls, combining shopping with entertainment. The company also opened its cafes at places where the hip and the young crowd hangs out, as also multiplexes.
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Cafe Nescafe is positioned as a premium product by the company. The company plans to stimulate the coffee market by promoting coffee drinking as a `with it' thing to do for people across all age groups. The coffee bars, are also used to increase awareness of Nestle's range of products with a designated counter which will have on offer its range of confectionery, tentatively in gift packs. Globally, the company has a chain of such coffee bars. In the UK, for instance, they can be found at service stations. The company promotes the coffee bars through special events and speciality coffee themes.
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KEY FEATURES
To combat the rapid growth in the out of home fresh coffee market, in 1999 Nescafe launched Cafe Nescafe. This builds on the strong loyalty of the brand which traditionally is viewed as an in-home product. • Pioneers of the Café • Essentially a youth oriented brand with majority of its customers falling in the 15-29 year age bracket • Each café, depending upon its size attracts between 400 and 800 customers daily • At present it operates 147 cafes across 38 cities • Plans to operate 200 cafes by March 2006 • It is a place where customers come to rejuvenate themselves and be themselves. • USP of the Brand - Affordable Price - Best Coffee – Winner of Platinum, Gold, Silver and Bronze medals at the India Barista Championship 2002 - World Class Coffee Experience
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RANGE OF PRODUCTS OFFERED Espresso Strong black coffee ...no frills. Espresso Americano Lighter espresso for mellow moods. Macchiato Expresso topped with milk foam. Cappuccino The hottest selling item,prepared in true Italian style. Cafe Latte Espresso with milk. A light coffee. Chococinno A sinful combo of chocolate ice & hot coffee. Cafe Mocha Hot coffee with a swirl of chocolate. Irish Coffee Whipped cream tops the flavour of your choice. Plunge deeper and discover light espresso. Nestea (lemon/peach) Lipton iced tea flavoured with lemon or peach ICE BLENDED COFFEE Cold coffee blended with ice Strawberry Colada Rich strawberry shake. With whipped cream
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CUSTOMER PROFILE
Research shows that 37% of the customers are between 20 and 24years. 27% of the customers are between the age group of 25-29 years. 60% of the customers who visit the café are male and 40% are female. 52% of customers who visit the cafes are students. 18% of the customers visit the cafes daily while another 44% visit weekly. Each café, depending upon its size attracts between 1000 and 2500 customers daily, mainly between 4pm and 7 pm. Customers describe Café nescafe as the place they frequent most after “home and workplace/college”. It is a place where they meet friends and colleagues, in groups of 3 or more. The prices here are perceived to be reasonable and it is a place where customers come to rejuvenate themselves and be
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themselves rather than a place to be “seen at” vis a vis other cafes.
MAJOR COMPETITORS
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BARISTA
The Barista Coffee Company Ltd. operates through a chain of Espresso Bars under the "Barista" brand name.
Currently, Barista in India has over 130 Barista Espresso Bars and Corners. Coffee major Barista Coffee Company Limited has been recently listed among the top 100 brands in India by Super Brands Indiathe Indian Division of the globally renowned Super Brands Ltd. The first outlet came up in March 2000 in New Delhi, in the north of India, generally considered a tough region to crack as far as coffee goes, with tea being much more of a universal beverage. In 2001,the company, had 60 coffee bars in 12 urban centres, which went up to 80 by March 2002 in 14 cities. The number of Barista outlets reached 150 by March 2003, in 25 cities - that's a lot of coffee swirling around! TYPES OF PRODUCTS AVAILABLE
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Coffee is the speciality of Barista. But for the connoisseurs, Barista also offers snacks and pastries. It also has a vast variety of ice creams to offer its customers. In coffee,items like Cappuccino, Expresso, Caffe Mocha, Caffe Americano and the like are consumed more.
Café Coffee Day A lot can happen over coffee
HOT COFFEE
It was in the golden soil of Chikmagalur that a traditional family owned a few acres of coffee estates, which yielded rich coffee beans. Soon Amalgamated Bean Coffee Trading Company Limited, popularly known as Coffee Day was formed. With a rich coffee growing tradition since 1875 behind it coupled with the opportunity that arose with the deregulation of the coffee board in the early nineties. Coffee Day began exporting coffee to the connoisseurs across USA, Europe & Japan. In the calendar year 2000, Coffee Day exported more than 27000 tonnes of coffee valued at US$ 60 m to these countries and, for the second time in its short career of 7 years retained the position as the largest coffee exporter of India.
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Café Coffee Day currently owns and operates 147 cafes in all major cities in India. It is a part of India's largest coffee conglomerate named Coffee Day, Rs. 200 crore ISO 9002 certified company. Coffee Day's most unique aspect is that it grows the coffee it serves in its cafes.
RESEARCH METHODOLOGY An exploratory research was conducted in order the study the consumer perception about CAFÉ NESCAFE. Sample Size A sample size of 80 respondents was taken for the customer based Questionnaire. The
sample
selected
for
customer-based
questionnaire
is
of
60
respondents. Research Area The research was carried out at some of the branches of CAFÉ NESCAFE within mumbai. Data Collection Tools
Data
was
collected
using
Questionnaires.
The
Questionnaire
consisted of suitable combination of Rating Scale, Ranking Scale and open-ended Questions in the level of importance.
An in depth interview was also conducted while administering the
questionnaire. Sources of Data Primary source: Questionnaire. Secondary Sources: Data was collected from the various websites from the Internet as well Journals of Marketing.
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Importance To
enable
the
organizations
to
better
understand
the
customer
expectations and develop further strategies based on the findings of this study.
DATA ANALYSIS The dominant recalls for the word ‘coffee shop’ is as follows-
First top of mind for 'coffee shop' 30
Count
24 20
20
14 10
11
6 3
2
0
Café nescafe
hanging out coffee
chat with friends others
missing
ambience
First top of mind
The above graph shows that café Nescafe has attained enough share in the mind of the consumers to make café Nescafe as the dominant for coffee shop.
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Visits to coffee shop 50
40
Percent
39 35
30
25 20
10
0 once
once a week
once a fort night
missing
Visits to coffee shop
Café Nescafe should try to convert the consumers coming once a fort night to once a week or everyday as people coming once a fort night forms a major chunk of the consumers.
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Time of visiting 70 65
60
P er ce nt
50 40 30 20
24
10
11
0
afternoon
evening
night
Time of visiting
Majority of the respondents visit in the evening. So the capacity of the shop is not fully utilized during other time slots. Café Nescafe should try to attract more number of consumers during the morning and post evening hours by providing flexible timings or ‘using happy hour schemes’
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People accompanying
Valid
family friends Total
Frequency 5 75 80
Percent 6.3 93.8 100.0
Valid Percent 6.3 93.8 100.0
Cumulative Percent 6.3 100.0
People consider cafe Nescafe as a place more for fun than for place to have coffee as a result most of the respondents consider visiting the shop with friends than for coffee.
How many people accompanying 40 38
Percent
30
20
21
21
1 person
2 people
20
10
0 3 people
more than 3 people
How many people accompanying
It can be seen from the above graph that most often people come in groups of 4 or more, but there are considerable respondents coming alone, as couples and in groups of 3 too.
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Time spend 60 55 50
Percent
40
39
30
20
10 0
6 less than 30 mins
30 mins - 1 hr
more than 1 hr
Time spend
The graph depicts that most of the people prefer to spend quite a lot of time at the store ranging from 30 mins to more than an hour.
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Purpose of visiting 50
40
Percent
40
33
30
20
20
10 8 0 drinking coffee
spending time
relaxation
others
Purpose of visiting
The graph shows, that the purpose of visiting café Nescafe is more often to spend time as compared to drinking coffee. Relaxation, as a purpose, comes a close second.
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Products consumed in the coffee shop Snacks 10.8%
Coffee
Cold Beverages
39.2%
19.9%
Pastries Ice cream
19.3%
10.8%
Coffee is the product consumed most often among the products being offered followed by cold beverages.
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Freshness of café Nescafe‘s coffee 30
20
yes
20
10
11
10
10
6
0
3 4
3
2 5
6
7
8
9
10
missing
Freshness of coffee
Majority of the respondents carry a positive perception about the quality and freshness of the coffee offered at café Nescafe as close to 42 respondents gave a rating of 7 and above.
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Additional product required m issing 1.3%
yes 35.0%
no 63.7%
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First specification of additional product 70 60
61
Percent
50 40 30 20
23
10
13 4
0 more variety in snac
others
heavy meals
missing
First specification of additional product
Majority of the respondents did not want additional products, other than the ones being already offered, to be offered. And those who did want them primarily wished for more variety in the products.
Satisfaction with various aspects of the products
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1.25% 1.25% 3.75% 1% 1% 4%
Flavour offered 16.25% 16%
26.25% 26%
extremely dissatisfied somewhat dissatisfied neither satisfied nor dissatisfied somewhat satisfied extremely satisfied missing
Pies show percents
51.25% 51%
The flavour of the products offered commands a good level of satisfaction among the respondents as the majority of it ranges between extremely and somewhat satisfied.
Respondents income profile missing
3000 - 5000 pm
11.2%
11.2%
5000 - 10000 pm 13.8%
nil 35.0% above 10000 pm 28.7%
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Taste of coffee 8.75%
9%
18.75%
19%
5.00%
5% 8.75%
9%
extremely dissatisfied somewhat dissatisfied neither satisfied nor dissatisfied somewhat satisfied extremely satisfied Pies show percents
58.75%
59%
The taste of coffee has also found favour with the customers as has been reflected by the above graph. Aroma of coffee
1.25% 2.50% 4% 15.00%
31.25%
extremely dissatisfied somewhat dissatisfied neither satisfied nor dissatisfied
somewhat satisfied
3.75%
15%
extremely satisfied missing Pies show percents
46.25%
46%
The aroma of coffee is in line with the flavour and is positively rated.
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Looks of coffee 3.75% 1.25%
5.00%
1%
5%
extremely dissatisfied somewhat dissatisfied neither satisfied nor dissatisfied somewhat satisfied extremely satisfied missing
16.25%
4%
16%
36.25%
36%
37.50%
38%
The appearance of coffee has also been liked by the customers and thus carries a positive image.
Customer's experience of time taken 70 64
60
Count
50
40
30
20
10
16
yes
no
Time between order and receiving the product
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Break Up of percieved time taken in service delivery less than 5 mins 5.0% 5-10
mins
15.0%
10-15 mins 7.5%
missing
more than 15 mins 7.5%
65.0%
Most of the respondents feel that the service is quick and efficient as is evident from above two graphs. Most of the respondents feel that the time lag is between 5 and 10 mins.
Satisfaction with various aspects of the Sales Personnel
Respondents experience about friendliness of sales person extremely satisfied 43.8%
somewhat dissatisfie 1.3% neither satisfied no 15.0%
somewhat satisfied 40.0%
Café Nescafe comes out strong with the friendliness of the sales representatives as the majority of customers go with being ‘extremely satisfied’.
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Respondents experience about responsiveness of sales person extremely satisfied 38.7%
somewhat dissatisfie 5.0% neither satisfied no 12.5%
somewhat satisfied 43.8%
The salesmen are also perceived as being extremely responsive to the customers.
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Respondentsexperienceabout appearanceandneatnessof salesperson extrem elysatisfied extrem ely dissatisfi
40.0%
3.8% neither satisfiedno 11.2%
som ewhat satisfied 45.0%
The salesmen are largely perceived to be neat with a good appearance too. Respondents experience about communicatio skills of sales person extremely satisfied 36.3%
somewhat dissatisfie 1.3% neither satisfied no 22.5%
somewhat satisfied 40.0%
They are perceived as being good at their communication skills too among, the respondents.
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Respondents experience about courtesy of sales person extremely satisfied 33.8% neither satisfied no 13.8%
somewhat satisfied 52.5%
The salesmen have come across as being very courteous to all the customers. 40
Count
40
30
24
20 9 10
extremely satisfied
7
neither satisfied nor dissatisfied
somewhat dissatisfied somewhat satisfied Current level of service
The current level of service is perceived to be fairly satisfactory but there is scope for improvement.
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Respondents experience about complaints handled by the shop extremely satisfied
extremely dissatisfi
12.5%
15.0%
somewhat satisfied somewhat dissatisfie
17.5%
17.5%
neither satisfied no 37.5%
The data about the complaints being handled by café nescafe is too fragmented to draw any definite conclusions, but it does reflect an area of probable improvement.
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Respondents gender profile 40.0%
female
male 60.0%
Respondents probability of next visit missing
definity not
2.5%
8.7% probably not 11.2%
definitely 47.5% probably 30.0%
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Respondents probability of recommending the shop to others missing 1.3% definitely 35.0% definity not 7.5% probably not 21.3%
probably 35.0%
The probability of the next visit is extremely high among most of the respondents reflecting a positive over all experience of the customers with CAFÉ NESCAFE. This is also seen through the data of the above graph where the respondents show a positive bend towards recommending this place to others.
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Ambience * Age Crosstabulation Count Age
Ambience
much more than i expected somewhat more than i expected about what i expected somewhat less than i expected much less than i expected
Total
16-21yrs
22-27 yrs
28-33 yrs
6
16
10
8
7
14
1
2
5
1
34 yrs & above
Total 22
1
19
4
26 8
5 25
5
48
2
5
80
Satisfaction with respect to ambience in the age group of 16-21 seems to be more than the other age groups which may primarily be due to lower expectation or emphasis on ambience.
Product quality * Age Crosstabulation Count Age
Product quality
Total
much more than i expected somewhat more than i expected about what i expected somewhat less than i expected much less than i expected
16-21yrs
22-27 yrs
28-33 yrs
10
9
6
13
1
7
14
1
2
8
34 yrs & above 2
48
21 20
2
24
1
11
4 25
Total
4 2
5
80
People across all age groups are generally satisfied with the product quality.
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Service quality * Age Crosstabulation Count Age
Service quality
much more than i expected somewhat more than i expected about what i expected somewhat less than i expected much less than i expected
Total
28-33 yrs
34 yrs & above
16-21yrs
22-27 yrs
2
8
1
11
11
8
3
22
7
23
1
33
4
7
11
1
2
3
25
48
2
2
Total
5
80
Satisfaction with respect to service quality in the age group of 22-48 seems to be more than the other age groups which may primarily due to lower expectation or emphasis on ambience.
Privacy * Age Crosstabulation Count Age
Privacy
much more than i expected somewhat more than i expected about what i expected somewhat less than i expected much less than i expected
Total
16-21yrs
22-27 yrs
28-33 yrs
4
6
4
10
6
11
4
15
7
6
1
25
48
2
34 yrs & above
Total 10
3 1
17 18
2
21 14
5
80
Majority of the respondents in the age group of 22-27 yrs for whom privacy is one of the attractions are slightly dissatisfied and expect more on this front.
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FINDINGS/CONCLUSION
Almost all the respondents liked the concept of a coffee shop, essentially because they felt they could spend quality time with their friends and family in a relaxing atmosphere.
It is distinctly observed that majority of the respondents’ associate coffee shop with café Nescafe. This in itself is a testimonial to the fact that café Nescafe today has become a generic name for a coffee shop. However, customers also relate a coffee shop to a place where they could hang out in a relaxing ambience.
Majority of the respondents prefer visiting café Nescafe along with their friends in groups of more than 3 usually in the evenings and not very frequently i.e. once a fortnight. It was observed that this could be attributed to that fact that majority of the customers were in the age group of 22-27yrs. who prefer spending their days off from their daily schedules with friends.
People have developed a perception about the coffee shop that the primary motive behind visiting café Nescafe is that of spending time rather than consuming the product. This perception seems to primarily influence their decision to visit.
Freshness as an attribute of quality is rated very high for café Nescafe coffee. This depicts that people associate café Nescafe with quality coffee and it acts as the primary influencer in the product categories.
Majority of the respondents feel that the product categories offered are sufficient but because customers are spending about an hour in the coffee shop they want more variety in the eatables.
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Although quality in terms of taste, aroma & appearance is not an issue, a majority feel that quantity offered is not commensurate with the price they pay and hence is not value for money. Because today consumers have a chance to make comparisons in the industry
the
general
feeling
is
that
café
Nescafe
charges
unnecessary premium for its brand.
Although consumers are fairly satisfied with the present level of the service there is still scope for improvement to ensure complete customer satisfaction. Apart from the products offered consumers also foresee a coffee shop providing services like free internet, bill payment through credit cards, more working hrs. And quiet corners and in turn offering privacy.
Customers who frequent café Nescafe for the pleasant atmosphere if offers, are satisfied with the ambience at the coffee shop especially because of the hygiene and cleanliness maintained at the shop.
As in service industry repeated visits and referrals to the shop are considered as an instrument for measuring satisfaction, it can be safely concluded that customers, on the whole, are fairly satisfied with the café Nescafe coffee shop.
CAFÉ NESCAFE so far has been delivering at the expected service levels. But they have not been successful in offering beyond expectations which in fact is a key to customer delight.
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LIMITATIONS
OF
THE
PROJECT
Limited Sample Size
This study is restricted to the geographical limits of Mumbai
Time constraint
Respondent biasness
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RECOMMENDATIONS •
Café Nescafe should try to convert the consumers coming once a fort night to once a week or everyday as people coming once a fort night forms a major chunk of the consumers.
•
Café Nescafe should try to attract more number of consumers during the morning and post evening hours by providing flexible timings or ‘using happy hour schemes’.
•
It is quite evident that people visit the café to spend time with friends rather than consuming coffee. So seating capacity at most take away outlets should be installed and increased.
•
Cabin type sitting arrangement could be provided to offer more privacy
•
Prices of items with less food cost and more margins could be lowered slightly, to make them fast moving items.
•
Ambience of most outlets needs to be worked upon.
•
Service time to be reduced by doing maximum mis-en-place.
•
Offer more discounts and offers to attract customer.
•
Start concept of economeals or “buy two get one free”
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SUMMARY Having coffee while freaking out with friends has become a fad. The concept has come to India from Europe where road side café’s are a part of day to day life. Coffee shops in India were pioneered by Barista Coffee house, followed by café coffee day and café Nescafe. Café Nescafe opened in India in 1999. The project was undertaken to find the customer satisfaction levels for café Nescafe across the city of Mumbai. After conducting a pilot study, the opinion was that café Nescafe has top mind share amongst coffee lovers in Mumbai. But after completion of the project some startling facts were unearthed. For example respondents who preferred café Nescafe preferred its coffee more for its quality and freshness and came to visit the coffee shop for passing time with friends rather than consuming coffee. It was observed that majority of the customers were in the age group of 22-27yrs who prefer spending their days off from their daily schedules with friends. Customers preferred café Nescafe for the pleasant atmosphere it offers and it has been offering the expected level of service to its customers.
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QUESTIONNAIRE CONCEPT OF COFFEE SHOP 1. Do you like the concept of coffee shop? □ Yes
□ No
2. What comes to your mind when you think of ‘coffee shop’? _______________________________________________________________________ _____________________________________________________________________ VISIT TO THE SHOP 3. How many times have you visited the coffee shop in the last month? □ Once □ Once a week □ Once a fort-night 4. At what time do you normally visit the coffee shop? □ Morning □ Afternoon □ Evening □ Night 5. With whom do you normally visit the coffee shop? □ Family □ Friends □ Office /Business colleagues □ Alone 6. How many people generally accompany you to the coffee shop? □ 1 person □ 2 persons □ 3 persons □ More that 3 7. On an average how much time do you spend in the coffee shop in one visit:Less than 30 minutes 30 minutes to 1 hour More than 1 hour
8. I usually visit the coffee shop for ….. □ Drinking coffee □ Business/ Professional reasons
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□ Spending time
□ Relaxation □ Any other(please specify)_____________
PRODUCT RELATED 9. Which products do you consume in a coffee shop? □ Coffee
□ Ice cream
□ Pastries
□ Cold beverages
□ Snacks
10. If it’s coffee, then on a scale of 10 how would you rate the freshness associated after consuming coffee. 10 11. Would you like to add any product category? ٱYes
ٱNo
12. If Yes, please specify _____________________________________________________________ _________________________________________________________________________ _
13. How much satisfied are you with various properties / qualities of the products Extremely
somewhat
neither satisfied somewhat
extremely dissatisfied dissatisfied
nor dissatisfied satisfied
satisfied a) Number of flavours offered b)
Taste
c) Aroma / smell d) Looks / appearance
14. Do you feel that the quantity provided is value for money? □ Yes
□ No
SERVICE RELATED
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15. Do you think the time between placing the order and receiving the product/service is too long? □ Yes
□ No
16. If yes, how long? □Less than 5 mins. □5 – 10 mins. □10-15 mins □More than 15 mins 17. Rate the current level of service at the coffee shop
18. Do you want any additional service to be offered? (if any, please specify)
___________________________________________________________________ _
19. Rate the following products/services according to your preference for them, if they are offered by Barista (1=most important, 5=least important) 1
2
a) Free internet b) Tea c) More outlets d) 24 hrs working
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3
4
5
e) Quiet corners f) Payment through Credit cards SALES PERSONNEL 20. Rate your experience about the sales services in the coffee shop Extremely somewhat neither satisfied somewhat extremely Dissatisfied Dissatisfied nor dissatisfied satisfied satisfied
a) Friendliness of sales reps. b)
Responsiveness
c) Sales reps. Appearance and neatness d)
Communication skills
e)
Courtesy
21. Rate your experience on the following fronts:Extremely
somewhat
neither satisfied somewhat
extremely Dissatisfied dissatisfied
nor dissatisfied satisfied
satisfied
a) fixtures / furniture b) display c) cleanliness of the shop d) store timing e) seating arrangement 22. How was your experience during your first visit (on the following factors)? Much more somewhat less
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about what
somewhat
much
Than I
more I
Expected
Expected
I
less than I
than
I Expected
Expected
Expected
a) Product Quality b) Service Quality c) Ambience d) Privacy 23. Are you satisfied with the way the complaints are handled by the coffee shop? Extremely
somewhat
neither satisfied somewhat
extremely Dissatisfied dissatisfied
24. What is your probability of Definitely Not
nor dissatisfied satisfied
Probably Not
a) Your visit to this coffee shop in next one month
b) your recommending the coffee shop to others. CUSTOMER PROFILE 25. Age : □ 16- 21 yrs □ 22 - 27yrs □ 28 -33 yrs □ 34 & above
26. Income □ 3000 – 5000 p.m Page 47 of 49
Probably
satisfied
Definitely
□ 5000 – 10000 p.m □ above 10000 p.m 27. Gender □ Male □ Female
Page 48 of 49
BIBLIOGRAPHY • BRITISH COUNCIL LIBRARY JOURNALS •
SPSS MANUAL ON www.spss.com
• INTERNET:
www.indiainfoline.com
www.economictimes.com
www.nescafe.co.in
www.cafecoffeeday.com
www.barista.co.in
www.google.com
www.businessline.com
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