OBJECTIVES OF RESEARCH To understand the customer behavior for going to coffee shops. To study the customer segments and to understand the perceptions of different segments. To study the strong and weak points of different players. To compare facilities given by major players of coffee bars of NCR.

RESEARCH DESIGN

Exploratory Research Type of research design, which has as its primary

objective the provision of insights into and comprehension of the problem situation confronting the researcher.

Descriptive Research Type of conclusive research that has its major

objective the description of something- usually market characteristic or functions.

MAJOR PLAYERS

Café Coffee Day Barista Lavazaa Costa Coffee Nescafe Outlets

RESEARCH METHODOLOGY

Brain storming on objectives of research and collecting secondary data

Designing Questionnaire Conducting Pilot survey Sampling process Going to field to collect primary data Analysis of collected data

DATA ANALYSIS AND INTERPRETATION Spare Time Analysis

Most of the people prefer going to Shopping malls during their free/leisure time. Hence Coffee Shops can ideally be housed in and around shopping malls to attract a greater customer base.

CROSSTABULATIONS What people do during their spare time and sex

What do people do during their spare time and Age group

INFERENCE

The maximum response from the sample was from the age-group of (19-25) interpreting the preference of people who can afford the maximum spare time or try any of the above options. From the above data, we see that maximum people prefer to visit a shopping mall followed by catching up a movie. Hence it will be justified to set-up coffee shops in the vicinity of both, to churn out more sales.

Time spared from daily schedule and what is done during this spare time

INFRENCE

From the bar chart and the statistics, we observe that people who go to a coffee shop usually spend an hour in general.

What drink usually preferred as a stimulant and sex

From the above graph it is clear that both the sexes prefer to have coffee as stimulant drink in their busy schedule.

And also besides coffee most of the people prefer to have juices so it is advisable to coffee shops to keep provision of juices as well.

Preference of Beverage (Age-group wise)

From the above bar-chart, it can be observed that next to Coffee, juice is again the next best choice among the age-group of (19-25) which is the age bracket found mostly in coffee shops.

Preference of Coffee Shops among people

Cafe Coffee Day (CCD) is the most preferred destination of the coffee shop goers, followed by a distant Barista Lavazza.

Income wise spending of money at the coffee shops

The coffee shops are most frequented by the people who are not earning members and perhaps visit these places with the pocket money they get from their parents. Thus we can infer, that coffee shops are mostly popular among students who spend roughly between Rs (50-100) followed by a chunk who are ready to spend Rs (100-150). The next income group which prefers visiting coffee shops the most is Rs (5000-15000), most of whom like to spend between Rs (50-100).

Time Spent in a Coffee Shop

From the above bar chart it is clear that most of the people who

visit CCD, spend 45 minutes to an hour. However, in the nearest rival Barista Lavazza, no. of people in each category are almost same.

Reasons for going to a Coffee Shop (shop wise)No. of people Percentage

Only to have coffee 11 6

To enjoy quality time with friends

158 86.3

Just to spend time alone in private ( reading books, listening music )

6 3.3

For group activities ( group studies, presentations, meetings )

6 3.3

Any other work 2 1.1

Which coffee shop do you prefer to visit the most?(pick one) * why do you go to a coffee shop?

Only to have coffee

To enjoy the quality time with friends

Just to spend time alone in private (reading books, listening music)

For group activities (group studies, presentations, meetings)

Any other work

Café coffee Day

4 92 3 3 0

Barista Lavazza

2 37 1 1 1

Costa coffee 3 9 1 0 1

Nescafe outlets

1 16 1 2 0

Extra Provisions/Improvements in Coffee Shops

A considerable amount of the male population prefers gaming consoles to be present in a coffee shop, whereas the females prefer the availability of juices in a coffee shop, (19-25) being the age-group suggesting so in both the cases.

Sex Age group

Availability of juices

Gaming console

Wholesome food

Male 12-18 0 0 1

19-25 21 31 14

26-35 8 5 5

above 35

0 1 0

Female 12-18 0 1 0

19-25 26 13 22

25-35 3 0 0

Preference of Sound system (age wise)

People between age group of (19-25) find presence of good quality sound system extremely important followed by the age group of (26-35). Hence a good quality sound system is quite essential to attract young crowd in a coffee shop.

Good quality sound system across coffee shops

The sound system at Café Coffee Day is the best among all which the most attracting feature to draw the visitors.

FINDINGS AND CONCLUSION we can conclude that Café Coffee Day is the leader among coffee

shops providing best quality coffee and other features like good ambience, service, variety of items at a moderate price.

Barista Lavazza comes 2nd with making an impact by offering quality beverage & food.

Costa Coffee is an upcoming coffee shop following Barista, close at the heels.

Nescafe outlets are the most economical among all coffee shops as per the value for money being offered, as expressed by the survey results of the respondents covered. However they need to improve upon the other features like service, ambience, etc.

Coffee shops should ideally target the young population as has been observed from the results, especially those whose income is on the higher side.

CONTD….. Coffee shops should be ideally located in and around a shopping

mall where the footfall is relatively high, especially during weekends where people spend the most of their spare time.

However office premises is another area where coffee shops can be set-up catering the age group of (25-35) who are mostly office-goers spending their breaks at such outlets.

Since most of the people go to coffee shops for spending quality time with their friends, the ambience should be given importance apart from the regular offerings.

Apart from coffee, there’s a demand for smoothies & other drinks, desserts & confectionaries in coffee shops. Hence, a variety in these items is desired to push up the sales.

LIMITATIONS Initially, the survey was decided to be conducted in the premises

of various coffee shops to get better and accurate information; however, it was met with resistance from the authorities of the shops as it was not per their norms.

Also, not all of the respondents were willing to take the survey in the 1st instance and some were hesitant initially.

The region of survey is limited to Noida, Sec-18 in and around The Great India Place Mall and a small portion of New Delhi.

When the survey was being conducted some of the respondents were in a group or sitting together and their individual responses at times may have influenced the other.

Most of the respondents, especially females were reluctant to share personal information like contact details.