AO1 Report

5/19/2018 AO1 Report

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WHY ARE CAF COFFEE DAY CUSTOMERS NOT OPTING FOR

CAF MOMENTS

Prepared for

Mr. V. G. Siddhartha

CEO, Caf Coffee Day

Prepared by

Group AO1

Section 7

MC ! "

#. A. Pai Mana$e%ent &n'titute ( )7*1+

-ebruary ", "+1


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Letter of Transmitta

Saty Con'u/tant'

#. A. Pai Mana$e%ent &n'titute

Manipa/ ( )7*1+ , 0arnataa, &ndia

#e/2 31)14"33*3 -a52 41 3"+ ")7+*44 http662'atya.1)tap%i.edu.in

" -eb "+1

Mr. V. G. Siddhartha, CEO

Cafe coffee day

8"6", Vitta/ Ma//ya road,

9an$a/ore ( )*+++1,

Dear Mr. V. G. Siddhartha2

&n re'pon'e to your re:ue't of 1" o; "+1" , %y co//ea$ue' and & ha;e ana/y'ed the

prob/e%' faced by cu'to%er'


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-ee/ free to ca// if you


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AC!NOWLEDGEMENTS

=e hereby tae thi' opportunity to than a// tho'e peop/e inc/udin$ our friend' and

co//ea$ue'


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E"ECUTI#E SUMMARY

WHY ARE CAF COFFEE DAY CUSTOMERS NOT OPTING FOR CAF

MOMENTS

Gro$% AO&

Fe'r$ar( )*+ ),&-

#he purpo'e of our pro@ect i' to under'tand the prob/e%' faced by cu'to%er'


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&n conc/u'ion, the Caf Mo%ent' card i' a bri//iant idea e' on the /oya/ty of the

cu'to%er' .&t can be u'ed 'ucce''fu//y if the cu'to%er re:uire%ent' are appropriate/y

%apped to the offer' pro;ided


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CONTENTS

E##E? O- #?ASM#A "

AC0O=EDGEME#S

EFEC#&VE SMMA?H )

?ODC#&O 4

9ac$round

Prob/e% State%ent

i%itation'

Procedure'

ME#IODOOGH 11

?e'earch Ob@ecti;e'

?e'earch #echni:ue'

Variab/e'Sa%p/in$ De'i$n

-&D&GS 1)


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-actor ana/y'i' of /oya/ty $enera/

-actor ana/y'i' of /oya/ty for ccd

Di'cri%inant ana/y'i' of caf %o%ent'

COCS&OS, AD ?ECOMMEDA#&OS "*

APPED&F "7

A. Co;er etter9. Jue'tionnaire

?E-E?ECES

INTRODUCTION


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.a/01ro$n2

A 'pecia/ per'on re:uire' a 'pecia/ $ift. Caf Coffee Day /et' you be the rea'on for the '%i/e

on 'o%eoneK' faceL 9e it -riend'hip Day, MotherK' Day, Va/entineK' Day, =o%enK' Day or

your birthday, 'hare the 'i%p/e @oy' of Coffee


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#he tar$et audience i' a youn$ cro


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Resear/3 o'4e/ti5e

&dentifyin$ the factor' definin$ /oya/ty a' per cu'to%er'

&dentifyin$ the factor' definin$ /oya/ty for coffee 'hop' e'pecia//y CCD

Mappin$ the feature' of /oya/ty card'


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&n order to identify any ;ariation in the factor' affectin$ /oya/ty in the ca'e of Caf', the

fo//o


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o. of Peop/e inter;ie


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Fa/tor ana(sis of o(at( 1enera

!MO an2 .artett7s Test0ai'er(Meyer(O/in Mea'ure of Sa%p/in$ Ade:uacy. .*)19art/ettK' #e't of Sphericity Appro5. Chi(S:uare 7).*+*

Df "1

Si$. .+++

#he 0MO 'tati'tic of thi' data 'et i' +.*)1 and the 'i$nificance /e;e/ i' +.+++. Ience the data

i' 'ufficient to do the factor ana/y'i'.

Comm$naities&nitia/ E5traction

#heQ9randQCharacteri'tic' 1.+++ .744Jua/ity 1.+++ .)7Ser;iceQE5perience 1.+++ .*)"Con;enience 1.+++ .*3Statu' 1.+++ .7))

Price 1.+++ .*7-a%i/yQ-riend'QChoice 1.+++ .*3

Tota #arian/e E8%aine2

&nitia/ Ei$en;a/ue'

E5traction Su%' of S:uared

oadin$'

?otation Su%' of S:uared

oadin$'

#ota/

of

Variance

Cu%u/ati;

e #ota/

of

Variance

Cu%u/ati;

e #ota/

of

Variance

Cu%u/ati;e

1 ".7 ).") ).") ".7 ).") ).") "."" .17 .17" 1."+7 17."+ )".)*) 1."+7 17."+ )".)*) 1."3 17.3") )+.443 1.+74 1)."1 *7.43) 1.+74 1)."1 *7.43) 1.134 1*.437 *7.43) .33 1".1"1 3+.1+7) .)34 3.1* 33.)"* . *.147 4.7147 .7+ )."31 1++.+++


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#he abo;e tab/e 'ho


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#he rotated co%ponent %atri5 $i;e' u' the con'tituent ;ariab/e' of the three factor' that

ha;e been identified. #he ;ariab/e' affectin$ the $enera/ perception of /oya/ty are factored a'

be/o


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Con;enience 1.+++ .*3Price 1.+++ .7+*PeerQ?e;ie


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Rotate2 Com%onent Matri8a

Co%ponent

1 "

#heQ9rand 9


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DISCRIMINANT ANALYSIS OF CAF MOMENTS

Gro$% Statisti/s

9uyerQon9uyer Mean Std. De;iation

Va/id /i't


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A' the fina/ 'ta$e of the 'tudy,


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#he 'i$nificance of thi' di'cri%inant ana/y'i' i' +.113,


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Cassifi/ation Res$ts

9uyerQon9uyer

Predicted Group

Me%ber'hip

#ota/ + 1

Ori$ina/ Count + 1 1+ "

1 1+ ") )

+ )*.) .) 1++

1 "3.* 71. 1++

Cro''(

;a/idated

Count + 1 1+ "

1 1* 14 )

+ )*.) .) 1++

1 ).7 ). 1++

a. Cro'' ;a/idation i' done on/y for tho'e ca'e' in the ana/y'i'. &n cro'' ;a/idation, each

ca'e i' c/a''ified by the function' deri;ed fro% a// ca'e' other than that ca'e.

b. *).) of ori$ina/ $rouped ca'e' correct/y c/a''ified.

c. ))." of cro''(;a/idated $rouped ca'e' correct/y c/a''ified.

CONCLUSION

&n the /i$ht of the ana/y'i' re'u/t' obtained u'in$ SPSS,


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#he -eature' of Caf Mo%ent' not ab/e to %eet the /oya/ty criteria of the cu'to%er'

=e found that the di'cri%inant ana/y'i' of the feature' of the /oya/ty card i'

not ab/e to di'tin$ui'h bet


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&n /i$ht of the abo;e conc/u'ion',


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#he on/ine p/atfor% of Goo$/e doc


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REFERENCES

1. http266

Documents

AO1 Report