CONSUMER PERCEPTION TOWARDS COFFEE HOUSES INDIA

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#ONS$M%R P%R#%PTION TO&'R!S #O""%% (O$S%S IN!I'

Surbhi Mittal ) *ari+a ,arshne ) Ms. ,andana *upta

Table of Content

S. No. Chapter-1 1.1 1.1.1 1.1.2 1.1.3 1.1. 1.2 1.2.1 Chapter-2 Chapter-3 3.1 3.2 Chapter.1 .2 .3 . Chapter-5 Chapter-!

Topic Introduction Major Players in the market CCD Costa Coffee Barista Lavazza Coffee Beans "D# in sin$le Bran% &etail 'tar()*ks Literature Review Objective of the research #ntro%)*tion to the o(je*tive '*ope of the resear*h Research Methodolog &esear*h Desi$n 'ample "rame 'ample size 'ample tool !ata Interpretation and anal sis "inding #onclusion and Suggestions References

Pg. No. 2 3 3 3 5 ! ! + , 1111 11 11 12 12 12 13 15 15 1!

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'bstract
.his st)%y e/plore% the *hara*teristi*s that en*o)ra$e $atherin$ (ehavior an% *ontri()te to pla*e atta*hment in sele*te% *offee shops in the *onte/t of literat)re s)$$estin$ so*ial $atherin$ pla*es *ontri()te to so*ial *apital. .he st)%y 0as 1)alitative in nat)re an% in*l)%e% the resear*h te*hni1)es of vis)al %o*)mentation2 o(servation an% (ehavioral mappin$2 intervie02 an% s)rvey. 3a*h *offee shop 0as o(serve% for t0enty-five ho)rs for a total of seventy-five ho)rs. 4 .he key fin%in$s re$ar%in$ the physi*al *hara*teristi*s sho0e% the top five %esi$n *onsi%erations in*l)%e%5 *leanliness2 appealin$ aroma2 a%e1)ate li$htin$2 *omforta(le f)rnit)re2 an% a vie0 to the o)tsi%e. 3a*h *offee shop 0as fo)n% to have a )ni1)e so*ial *limate an% *)lt)re relate% to sense of (elon$in$2 territoriality an% o0nership2 pro%)*tivity an% personal $ro0th2 opport)nity for so*ialization2 s)pport an% net0orkin$2 an% sense of *omm)nity. &e$ar%in$ feelin$s of *omm)nity2 s)rvey fin%in$s from *offee shops patrons sho0e% a positive *orrelation (et0een len$th of patrona$e an% their sense of atta*hment to their *omm)nity.

#hapter -. Introduction
Coffee ho)se is a resta)rant 0here *offee an% other refreshments are serve%2 espe*ially one 0here people $ather for *onversation2 $ames2 or m)si*al entertainment. #t *an also (e sai% like a small2 informal resta)rant2 as may (e fo)n% in a hotel. 6hile the i%ea 0as on*e limite% to metropolitan areas2 shops of this type are no0 fo)n% in many smaller to0ns an% even some r)ral areas. 6ith a pro%)*t line ()ilt aro)n% one of the most pop)lar (evera$es in the 0orl%2 the store stan%s an e/*ellent *han*e of (e*omin$ a pop)lar $atherin$ spot2 ass)min$ the lo*ation is $oo% an% the pri*es are 0ithin reason. #n #n%ia the first *offee ho)se 0as opene% in 7olkata after the (attle of Plassy in 1+,- follo0e% (y Coffee (oar% in earl 18 -s %)rin$ British r)le at Ch)r*h $ate in M)m(ai .0hi*h e/pan%e% to +2 o)tlets (ein$ )n%er$one to loss in mi% 185-s the (oar% *lose% %o0n several *offee ho)ses. 9n%er the lea%ership of :7 ;opalan the %ismisse% 0ork took over the pla*e an% r)n it 0itho)t mana$ement. .he first #n%ian *offee 0orkers Cooperative so*iety 0as fo)n%e% in Ban$alore on
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:)$)st 182 185+. .he first #n%ian *offee <o)se 0as opene% in =e0 Delhi on >*to(er 2+2 185+. .o%ay they are -- of them a*ross #n%ia an% mana$e% (y 13 *ooperative so*ieties.

... Major pla ers in the +ar/et"o*)sin$ to in%ian market 0e have only fe0 major players 0ith other titans emr$in$ soon in the in%ia market in *omin$ f)t)re.6e may have (rief look on the major players.

.....##!#t is a %ivision of #n%ia?s lar$est *offee *on$lomerate2 :mal$amate% Bean Coffee .ra%in$ Company Lt%. #t is a p)(li* *ompany fo)n%e% in 188! 0ith hea%1)arters at Ban$alore. Dealin$ 0ith &etail Coffee2 &esta)rants an% &etail (evera$es. :BC.CL $ro0s *offee in its o0n estates of 1-2--- a*res. .he lan% val)e of the plantations is 9'@25-A3-- million. #t is the lar$est pro%)*er of :ra(i*a (eans in :sia. :part from this2 the $ro)p also so)r*es *offee from 112--small $ro0ers. :BC.CL is one of #n%iaBs lea%in$ *offee e/porters 0ith *lients a*ross 9':2 3)rope an% Capan. #t has &even)e of 9'@ 5 million 0ith an employee of 5--- . .he *ompany is 0ell kno0n for its *on*ept of verti*ally inte$rate% to *)t *ost 0hi*h in*l)%es o0nin$ the plantations2 $ro0in$ the *offee2 makin$ the *offee ma*hines to makin$ the f)rnit)re for the o)tlets an% the ma*hines *ost them 1.2 lakh ea*h2 0hi*h they say is half the *ost of an importe% *offee ma*hine.

"i$ 1.1 CCD Coffee .he first CCD o)tlet 0as set )p on C)ly 112 188!2 at Bri$a%e &oa%2 Ban$alore2 7arnataka. "ollo0in$ this2 it has *rosse% over 1--- *afDs thro)$ho)t the nation (y 2-11. .hey *)rrently have 1318 o)tlets sprea% a*ross 2, states of #n%ia as of :)$)st 2-122 n)m(er of o)tlets (ein$ in*rease% almost every 0eek. : EmeterB on their offi*ial 0e(site Cafe*offee%ay.*om keeps

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*ontin)o)s tra*k of the n)m(er. #t has starte% 0ith a *)p of *offee is sol% for &s 5- on0ar%s. CCD also have international o)tlets in Cafe Coffee Day has also starte% its o)tlets in 7ara*hi2 Fienna2 D)(ai an% Pra$)e. Cafe Coffee Day?s %ivisions in*l)%e5

Coffee Day "resh ?n? ;ro)n%2 0hi*h o0ns 5- *offee (ean an% po0%er retail o)tlets. Coffee Day '1)are2 a hi$h level *offee (ar in Ban$alore. Coffee Day Gpress2 0hi*h r)ns 8-- pl)s Coffee Day kiosks. Coffee Day Bevera$es2 0hi*h r)ns over 1 2--- ven%in$ ma*hines.

....0 #osta #offeeCosta Coffee is a British m)ltinational *offeeho)se *ompany hea%1)artere% in D)nsta(le2 9nite% 7in$%om an% a 0holly o0ne% s)(si%iary of 6hit(rea% PLC. #t is the se*on%-lar$est *offeeho)se *hain in the 0orl% an% the lar$est in the 9nite% 7in$%om. Lon%on in 18+1 (y the #talian (rothers 'er$io an% Br)no Costa2 as a 0holesale operation s)pplyin$ roaste% *offee to *aterers an% spe*ialist #talian *offee shops. "i$ 1.2 Costa Coffee #t 0as a*1)ire% (y 6hit(rea% in 18852 sin*e 0hen it has $ro0n to over 222-3 stores a*ross 2, *o)ntries overseas an% serves more than 8-- *)ps of *offee a*ross the 0orl% every min)te. .he ()siness has 123+5 97 shops2 225-- Costa 3/press ven%in$ ma*hines an% a f)rther ,-- shops overseas. By the en% of 2-1- the *ompany ha% overtaken 'tar()*ks in the 972 rea*hin$ a 3+.!H market share meas)re% (y reven)es. .he (ran% ha% entere% #n%ia in 2--5 thro)$h Devyani #nternational2 part of Caip)ria ;ro)p as its Master "ran*hisee. Devyani #nternational is one of the $ro)p firms of &C Corp.

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.he (ran% *)rrently has $ot 1-- o)tlets in Ben$al)r)2 M)m(ai2 Delhi2 P)ne2 Caip)r an% :$ra. :**or%in$ to &avi Caip)ria2 Chairman &C Corp the $ro)p is lookin$ to open another 1-- stores over the ne/t 2 months. #n 2-11 "inan*ial year2 its reven)e is I 5 2 million. .hey *)rrently have 25 kiosks at airports2 hospitals an% *orporate parks. 7iosks are an important aspe*t as some %o more ()siness than an o)tlet. .hey *an *reate more *ons)mer to)*h-points an% *an p)ll more people to e/perien*e the (ran%. .heir kiosk at the =e0 Delhi airport sees avera$e footfall of 8-- per %ay.

....1. 2aristaBarista Lavazza is a *hain of espresso (ars in #n%ia. <ea%1)artere% in >khla2 esta(lishe% in 2--- )n%er the name Barista an% havin$ espresso (ars a*ross #n%ia2 'ri Lanka2 Ban$la%esh an% the Mi%%le 3ast. #t 0as esta(lishe% in "e(r)ary 2--- (y the Barista Coffee Company Limite%. .he #n%ian *hain 0as taken over (y #talian *offee pro%)*ts man)fa*t)rer Lavazza in 2--,.

"i$ 1. Barista Lavazza .he *offee is s)pplie% (y the #n%ian roaster "resh an% <onest2 hea%1)artere% in Chennai2 0hi*h is also o0ne% (y Lavazza. :s of 2-122 the *hain has 2-- stores in #n%ia2 0ith estimate% ann)al reven)e of 2-- *rore. Barista 0as the fastest (ran% to make it on the list of s)per (ran%s an% is ranke% amon$ the top 5- phenomena that *han$e% #n%ia. Barista is the first *offee retailer in #n%ia to start a loyalty pro$ram2 Bean-o-holi*2 to attra*t an% retain *)stomers.

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....3 The #offee 2ean and Tea Leaf 4

"i$ 1.5

"i$ 1.!

.he Coffee Bean J .ea Leaf is an :meri*an *offee *hain2 o0ne% an% operate% (y #nternational Coffee J .ea2 LLC2 0hi*h has its *orporate hea%1)arters in Los :n$eles2 California. .he first o)tlet opene% in 'eptem(er 18!3. .he *hain has over 8-- lo*ations in 23 *o)ntries. 6ithin the 9nite% 'tates2 .he Coffee Bean J .ea Leaf has lo*ations in 'an "ran*is*o2 Las Fe$as2 :la(ama2 Miami2 =e0 Kork City2 an% 6ashin$ton2 D.C. et*. .he majority of lo*ations are in 'o)thern California2 in*l)%in$ Los :n$eles2 'an Die$o2 'anta Bar(ara an% Fent)ra. Many lo*ations o)tsi%e of California are fran*hises2 s)*h as <a0aii. 'in$apore entreprene)rs ')nny an% Fi*tor 'assoon have opene% lo*ations thro)$ho)t 'o)theast :sia an% many other parts of the 0orl% sin*e ()yin$ the *ompany in 188,. .he Coffee Bean J .ea Leaf is an international *hain 0ith lo*ations in :)stralia2 Br)nei2 Cam(o%ia2 China2 3$ypt2 #n%ia2 #n%onesia2 #srael2 'o)th 7orea2 7)0ait2 Le(anon2 Malaysia2 Me/i*o2 Philippines2 Latar2 'a)%i :ra(ia2 'in$apore2 'ri Lanka2 9nite% :ra( 3mirates an% Fietnam. #n #n%ia it is operatin$ in M)m(ai2 Chan%i$arh2 Chennai2 7olkata2 <y%era(a% an% Delhi. .heir reven)e in 2-1- is @ 23- million 9'D 0ith ! -- employees.

..0 "!I in single brand Retail =ot0ithstan%in$ its ina(ility to open m)lti-(ran% retail for forei$n investment2 the $overnment on Can 11th 2-12 notifie% 1--H "D# in sin$le-(ran% retail2 pavin$ 0ay for $lo(al *hains like :%i%as2 Lo)is F)itton an% ;)**i to have f)ll o0nership of their #n%ia operations. "orei$n Dire*t
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#nvestment2 )p to 1--H2 )n%er the $overnment approval ro)te2 0o)l% (e permitte% in sin$le (ran% pro%)*t retail tra%in$. <o0ever2 in respe*t of proposals involvin$ "D# (eyon% 51H2 the man%atory so)r*in$ of at least 3-H 0o)l% have to (e %one from the %omesti* small an% *otta$e in%)stries 0hi*h have a ma/im)m investment in plant an% ma*hinery of @1 million. :**or%in$ to *ommer*e an% in%)stry minister "D# in sin$le (ran% has le% to emer$en*e of some $lo(al majors in #n%ian market. .his 0ill provi%e stim)l)s to %omesti* man)fa*t)rin$ val)e a%%ition an% help in te*hni*al )p $ra%ation of o)r small in%)stry :t present2 for sin$le-(ran% retailers2 51H "D# is permitte%. &emoval of investment *ap 0o)l% help $lo(al fashion (ran%s espe*ially from #taly an% "ran*e to stren$then their interest in the $ro0in$ #n%ian market. Many (i$ names have alrea%y set )p their operations in the *o)ntry (y partnerin$ 0ith #n%ian partners. .he ne0 poli*y 0o)l% allo0 them to ()y o)t the %omesti* partners.

..0.. Starbuc/s'tar()*ks Corporation is an :meri*an $lo(al *offee *ompany an% *offeeho)se *hain (ase% in 'eattle2 6ashin$ton. 'tar()*ks is the lar$est *offeeho)se *ompany in the 0orl%2 0ith 2-23!! stores in !1 *o)ntries2 in*l)%in$ 132123 in the 9nite% 'tates2 12288 in Cana%a2 8++ in Capan2 +83 in the 9nite% 7in$%om2 +32 in China2 +3 in 'o)th 7orea2 3!3 in Me/i*o2 2,2 in .ai0an2 2- in the Philippines2 1! in .hailan% an% 3 in #n%ia. #t has reven)e of @13.28 Billion as of 2-12 an% (y 2-112 n)m(ers of employees have rea*he% 1 82--- all over the 0orl%. "i$ 1.+ 'tar()*ks

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>ri$inally the *ompany 0as to (e *alle% Pe1)o%2 after 0halin$ ship from Mo(y-Di*k2 ()t this name 0as reje*te% (y some of the *o-fo)n%ers. .he *ompany 0as instea% name% after the *hief mate on the Pe1)o%2 'tar()*k. "rom 18+1A18+!2 the first 'tar()*ks 0as at 1812 Pike Pla*e MarketM it then 0as never relo*ate%. .he *ompany only sol% roaste% *offee an% %i% not yet (re0 *offee to sell. D)rin$ their first year of operation2 they p)r*hase% $reen *offee (eans from Peet?s2 an% then (e$an ()yin$ %ire*tly from $ro0ers. #n Can)ary 2-112 'tar()*ks an% .ata Coffee2 :sia?s lar$est *offee plantation *ompany2 anno)n*e% plans for a strate$i* allian*e to (rin$ 'tar()*ks to #n%ia an% also to so)r*e an% roast *offee (eans at .ata Coffee?s 7o%a$) fa*ility. Despite a false start in 2--+ in Can)ary 2-122 'tar()*ks has anno)n*e% a joint vent)re 0ith .ata ;lo(al Bevera$es *alle% .ata 'tar()*ks. .ata 'tar()*ks 0ill o0n an% operate 'tar()*ks o)tlets in #n%ia as 'tar()*ks Coffee : .ata :llian*e. 'tar()*ks ha% previo)sly attempte% to enter the #n%ian market2 in 2--+2 0ith a joint vent)re involvin$ its #n%onesian fran*hise an% 7ishore Biyani of the ")t)re ;ro)p. <o0ever2 the joint vent)re 0ith%re0 its forei$n investment proposal 0ith the #n%ian $overnment. 'tar()*ks %i% not *ite any reason for the 0ith%ra0al. 'tar()*ks opene% its first store in #n%ia in M)m(ai on 18 >*to(er 2-12. >penin$ of 'tar()*ks in #n%ia has sho0n si$nifi*ant potential in *offee ho)ses market in #n%ia.

#hapter -0 Literature Review

&esear*h on sensation an% per*eption2 pro%)*t attri()te2 pro%)*t 1)ality2 servi*e 1)ality2 *ate$orisation2 information sear*h2 memory2 attit)%e an% (ehavio)r2 attit)%e formation an% formation an% satisfa*tion have (een )n%ertaken to )n%erstan% *ons)mer (ehavio)r N7ivela2 188+M Ca*o(s2 Latham J LeeM 188,2 :n%alee( J Con0ay2 2--!O. :s state% (y N7arjal)oto et al2 2--5M <s)J <)n$2 2--5M La) et al 2--!M :nkomah J Kiri%oe2 2--!O2 attit)%es to0ar%s p)r*hase (ehavio)r are (elieve% to (e shape% (y many fa*tors s)*h as %ire*t e/perien*e 0ith the pro%)*t2 information a*1)ire% from others2 pri*e2 nat)re of ()siness2 satisfa*tion2 e/pos)re to mass me%ia. .his st)%y aims to i%entify the presen*e of s)*h fa*tors )sin$ the *ase of *offee (ran% an% e/perien*e of top three *offee (ran%s in Delhi NLin%enmann2 1888O #n the *)rrent ()siness era2 the val)e an% importan*e of *)stomers is not somethin$ that sho)l% (e set asi%e (y *ompanies. Marketin$ plans an% strate$ies 0o)l% (e
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in*omplete 0itho)t payin$ m)*h *onsi%eration to the *)stomers. C)stomers 0ill an% sho)l% al0ays (e a part of the a$en%a in any marketin$ plan of any *ompany. Be*a)se of the impli*ations for profita(ility an% $ro0th2 *)stomer retention is potentially one of the most po0erf)l 0eapons that *ompanies *an employ in their fi$ht to $ain a strate$i* a%vanta$e an% s)rvive in to%ay?s ever in*reasin$ *ompetitive environment N7im et al2 2--2O Basi*ally2 *ons)mers *an either (e s)(je*tive or o(je*tive2 testin$ the pers)asiveness of (ran% names. Coffee shops sellin$ the *offee pro%)*ts also play an important role in s0ayin$ the %e*isions of )niversity or *olle$e *ons)mers. .he 0hole pa*ka$e or vis)al appeal of the *offee o)tlet *an %etermine sales *ons)mers not only in *offee ()siness ()t also to other retail ()sinesses may *hoose parti*)lar pro%)*tsP(ran%s not only (e*a)se these pro%)*ts provi%e the f)n*tional or performan*e (enefits e/pe*te%2 ()t also (e*a)se pro%)*ts *an (e )se% to e/press *ons)mersB personality2 so*ial stat)s or affiliation Nsym(oli* p)rposesO or to f)lfil their internal psy*holo$i*al nee%s2 s)*h as the nee% for *han$e or ne0ness Nemotional p)rposesO 6hi*h means that *ons)mers ()y pro%)*ts for the (enefits they reap o)t of it2 the st)%y of *ons)mer (ehavio)r investi$ates the steps2 or the pro*esses involve% re$ar%in$ the %e*isions ma%e (y the *ons)mer. Most *ons)mers re$ar% the p)r*hase of real estate to (e Ehi$h involvement $oo%s? that re1)ire *omple/ %e*ision-makin$2B in p)r*hasin$ real estate2 s)*h as ho)ses2 apartments or )nits2 *ons)mers )s)ally $o thro)$h three key pro*esses (efore they *onsi%er ()yin$2 an% these are5 information sear*h2 eval)ation of alternatives an% %e*ision r)les. :si%e from the lo*al *offee shops an% resta)rants that offer tra%itional *offee e/perien*e amon$ people2 international *offee (ran%s are present amon$ ()siness streets in Delhi. .he pop)larity of (ran%s is seen to (e the most *ompellin$ fa*tor that *ontri()tes to the emer$en*e of *ontemporary *offee e/perien*e. .he *)lt)re of *offee (ran%s an% e/perien*e is an interestin$ area of empiri*al e/ploration. .h)s2 this resear*h *ase st)%y hopes to e/plore %eeper on the *offee ()yin$ (ehavio)r amon$ )niversity st)%ents. :s state%2 its main $oal is to i%entify the most important fa*tors *ons)mers have in min% 0hen ()yin$ *offee Ni.e. (ran% name2 taste2 pri*e2 lo*ation2 *onvenient2 atmosphere2 an% othersO in either of the mentione% (ran%s. Marketin$ of *offee pro%)*ts 0ith respe*t to the ()yin$ (ehavior of *ons)mers has )n%er$one several *han$es over the years2 espe*ially *onsi%erin$ the *han$es 0ith the %eman%s of the *ons)mers. #n a%%ition to this2 te*hnolo$i*al *han$e has also 0i%ely *ontri()te% to the *han$es in the primary metho% of p)r*hase2 0hi*h no0 in*l)%es *re%it *ar%s an% *ashless p)r*hases that rely on information e/*han$e rather than the a*t)al a*t of p)r*hasin$ in a store. "rom this2 %evelopment of marketin$ of *offee pro%)*ts has alrea%y *ontin)e% to evolve 0ay into intera*tive marketin$ of the pro%)*ts (ase% on one so)r*e NBailey J '*h)ltz 2---O as %ifferent metho%s of ens)rin$ the *ons)mersB interests are (ein$ *onsi%ere% for their patrona$e.
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.he marketpla*e has also $ro0n to (e*ome more *ompetitive2 all vyin$ for the attention of the avera$e *ons)mer2 th)s their loyalty has also *ontin)e% to in*rease over the years as they are no0 the so)r*e of the *ompanies that rely on their a(ilities to *hoose 0hi*h they may 0ish for their o0n nee%s an% %eman%s. "rom the %is*)ssion of previo)s literat)res2 it is %is*overe% that 0hile *offee pro%)*t an% *ompany (ran% loyalty may have some similarities2 there are essentially some *onsi%ere% %ifferen*es espe*ially 0ith re$ar%s to the strate$ies that the *ompanies may )se to en%orse their servi*es an% pro%)*ts. ')*h a*tions 0ill help the *ompany to ens)re the loyalty of their *ons)mers2 th)s $ivin$ them the allo0an*e of kno0in$ ho0 they 0ill (e a(le to improve their servi*es. NLo0 J :ltman2 1882OPla*e atta*hment serves a n)m(er of f)n*tions for people an% their *)lt)re. Pla*e atta*hment has the potential to offer pre%i*ta(ility in a %aily ro)tine2 a pla*e to rela/ from the more formal roles of life2 an% the opport)nity for *ontrol in vario)s areas of life #t also provi%es the opport)nity to link 0ith frien%s an% *omm)nity in a visi(le an% *on*rete 0ay. .he *onne*tion to history an% to *)lt)re may o**)r thro)$h pla*e or thro)$h sym(ols that are asso*iate% 0ith pla*es. Pla*e then (e*omes part of the live% e/perien*e2 an inter0oven *omponent of life e/perien*es2 an% is insepara(le from them. 6hen relationships %evelop (et0een people an% pla*es2 the res)lt is often a feelin$ of pla*e atta*hment. Lo0N1882O state%2 QPla*e atta*hment is the sym(oli* relationship forme% (y people $ivin$ *)lt)rally share% emotionalPaffe*tive meanin$s to a parti*)lar spa*e or pie*e of lan% that provi%es the (asis for the in%ivi%)alBs an% $ro)pBs )n%erstan%in$ of an% relation to the environmentRNp. 1!5O. Proshansky2 "a(ian2 an% 7aminoffN18,3O %es*ri(e% pla*e atta*hment as involvin$ the interplay of emotions2 kno0le%$e2 (eliefs2 an% (ehaviors in referen*e to a pla*e.

#hapter -1 1.. Objective of the Research

.o st)%y the spen%in$ pattern of people from vario)s a$e $ro)pBs in*ome $ro)ps an% $en%er on *offee ho)ses. .o kno0 the p)rpose (ehin% the visits of people to these pla*es an% the amo)nt of time they spen% in the *offee ho)ses.

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.o kno0 the preferen*es of the people 0hat they 0ant 0hen they visit *offee ho)ses on %ifferent parameters. .o fin% o)t potential of the *offee ho)se market in #n%ia an% *)stomer per*eption to0ar%s (ran% loyalty an% entran*e of ne0 *offee ho)ses in #n%ia.

1.0 Scope of the research #t 0ill help to )n%erstan% the #n%ian *offee ho)ses market an% potential an% the *)stomer per*eption re$ar%in$ their taste an% preferen*e. .he resear*h is (ase% on *ons)mer perspe*tive 0hi*h is the main frame of the resear*h2 so *an (e helpf)l for %ifferent *offee ho)ses in or%er to )n%erstan% *ons)mer perspe*tive. #t also tells a(o)t %ifferent spen%in$ patterns of the *ons)mers an% tells their e/pe*tations. 'o %ifferent e/pe*tations of the *ons)mer *an (e )n%erstoo% (y this resear*h. Data *olle*tion has (een %one thro)$ho)t %ifferent states 0ith help of #ntervie0s2 mails an% telephoni* intervie0 as 0ell as it 0as fille% )p (y *ons)mers 0hi*h $ives a)thenti*ity to the resear*h an% *an (e helpf)l to any *offee ho)se. .he resear*h *an (e also helpf)l for ne0 resear*hers in or%er to analyze *ons)mer perspe*tive of this $iven perio% of time.

#hapter-3 Research Methodolog 3.. Research !esign.his resear*h is a %es*riptive resear*h fo*)se% on the *offee ho)ses in #n%ian '*enario. #t 0as *on%)*te% to )n%erstan% all the aspe*ts of the *offee ho)se an% %ifferent *ons)mer per*eptions an% opinions re$ar%in$ *offee ho)ses. #n*rease in n)m(er of *offee ho)ses over the years in #n%ian markets sho0s si$nifi*ant reasons to prove #n%ian *offee market as potential market for
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the ()siness. 7no0in$ the *)stomer re1)irement an% preferen*es is m)st in this *ase as the opinions of *)stomers are al0ays )ne/pe*te%. &esear*h is (asi*ally fo*)se% on the *)stomerBs opinion an% its taste. &esear*h is %esi$ne% in s)*h a 0ay so that it *an e/tra*t the tastes an% opinions of 0hat *)stomer is a*t)ally lookin$ forS

3.0 Sa+ple "ra+e.he primary %emo$raphy 0e sele*te% for the resear*h 0as *overin$ many respon%ents from all over the *o)ntry. &espon%ents from DelhiP=C& se*tor have $iven their response. &espon%ents from %ifferent states in #n%ia have $iven their responses as *offee ho)ses are present almost every state an% metropolitan *ities. Many &espon%ents have %ifferent perspe*tive so 0e trie% to *over a lar$er %emo$raphy instea% of a parti*)lar se*tor an% the major o(je*tive of the resear*h 0as to i%entify the *ons)mer perspe*tive 0hi*h $ives )s m)*h *lear pi*t)re of their taste to0ar%s *offee ho)ses. Cons)mers 0hi*h have (een to major *offee ho)ses present in #n%ian Market have $iven their response. :ll the respon%ents 0ere a$e of more than ei$hteen years. &espon%ents have $iven their responses thro)$h %ifferent mo%es. Most of them fille% the response thro)$h intervie02 over the mail2 telephoni* intervie0 for respon%ents in %ifferent states an% online s)rvey metho%. Moreover the %ata has (een *olle*te% thro)$h %ifferent mo%es an% *ompile% to$ether in or%er to represent it $raphi*ally an% representation is %one thro)$h %ifferent pie *harts an% ta(les )sin$ %ifferent statisti*al tools.

3.1 Sa+ple Si5e')rvey 0as *on%)*te% over aro)n% 5- respon%ents .Many respon%ents 0ho 0ere not a(le to fill )p the 1)estionnaire have (een intervie0e% over the telephone in or%er to take their val)a(le fee%(a*k. Most of the respon%ents 0ho have not replie% 0ere online.

3.3 Sa+ple tool: s)rvey 0as *on%)*te% )sin$ 1)estionnaires as a primary tool for %ata *olle*tion. .he lan$)a$e of the 1)estionnaire 0as 3n$lish an% 0as simple an% *lear. .he 1)estionnaire 0as (ase% on relevant se*on%ary resear*h over the internet an% fe0 hypotheti*al 1)estions 0ere also aske% in or%er to )n%erstan% the per*eption of respon%ents *ons)min$ %ifferent *offee (ran%s at *offee
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ho)ses all over the *o)ntry 0hi*h in*l)%es many states an% per*eption of *ons)mer $oin$ to %ifferent *offee ho)ses.

#hapter-6 !ata anal sis using cross tabulation

2!.2H of males stay in *offee ho)se 0ithin 1 hrs2 18H spen% 1-2 hrs in *offee ho)se an% spen% 1---2-- r)pees for their per visit.

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21. H spen% their 1-2 hrs in *offee ho)se an% spen% 2---3-- r)pees. 3--- -- r)pee are spen% (y .,H. 25H of females spen% 1-2 hrs in *offee ho)se an% 1---2-- r)pees2 -H spen% 1-2 hrs an% spen% 2---3-- r)pees.

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Male earnin$ 3-! lakh spen% 1---2-- r)pees i.e. 1-H an% 0ho %o not earn spen% 2---3-- r)pees on every visit. "emales earnin$ more than 1- lakh spen% 1---3-- r)pees an% not earnin$ spen% 2---3-- r)pees i.e. 3-H.

#('PT%R-7 7.. "IN!IN*S8

.hro)$h this resear*h 0e 0ere a(le to fin% o)t that in #n%ia people prefer to sit an% rela/ 0hile %rinkin$ *offee as they spen% 1-2 <rs. of their %ay in the *offee ho)ses of their *hoi*e. CafD *offee %ay is sele*te% as a most pop)lar *offee ho)se (y the people of #n%ia follo0e% (y 'tar()*ks 0hi*h has re*ently la)n*he% its o)tlets here an% (e*ame one of the *hoi*e of #n%ian *ons)mers. 0e also fin% o)t that *afe mo*ha is the favorite taste of *ons)mers in *offee an% .aste2 L)ality an% :m(ien*e are the fa*tors 0hi*h are mostly responsi(le for visitin$ to *offee ho)ses (y the *ons)mers an% most importantly 0e *ane to kno0 that Bran% =ame plays an important role in the sele*tion of *offee.

7.0 #ON#L$SION8
>n the (asis of o)r o(je*tives 0e *an *on*l)%e that spen%in$ pattern of *ons)mers %iffers on many fa*tors a$e $ro)p2 in*ome $ro)p an% $en%er. Preferen*es of *ons)mers to0ar%s their *hoi*e of *offee ho)se an% *offee also %epen%s on many fa*tors as %is*)sse% in this resear*h an% thro)$h this 0e also *ame to the *on*l)sion a(o)t the (ehavior of *ons)mers to0ar%s their prefera(le (ran%. .his resear*h also ma%e )s to an important *on*l)sion that %rinkin$ *offee is a nee% of to%aysB environment as seein$ the in*rease in ()r%en on every *itizen of the *o)ntry. D)e to this ()r%en or press)re people like to sit in

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a *offee ho)se 0ith their frien%s an% *ollea$)es an% spen% some $oo% time 0ith them 0hi*h helps to release their press)re of 0ork or any other iss)e in their lives.

7.1 S$**%SIONS8
:%vertisements %onBt affe*t the %e*ision of the *)stomers to0ar%s *offee therefore this is a matter 0here the (ran%s sho)l% look into. Coffee ho)ses sho)l% make *offee a**or%in$ to every a$e $ro)p as o)r resear*h sho0s that only the a$e $ro)p of 1,-25 is more a*tive into *offee ho)ses. Most importantly Bran%s sho)l% take some meas)res to retain their *)stomers.

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