CONSUMER PERCEPTION TOWARDS COFFEE HOUSES INDIA

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

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

Table of Content

S. No. 1. Chapter-1 1.1 1.1.1 1.1.2 1.1.3 1.1.4 1.2 1.2.1 Chapter-2 Chapter-3 3.2 Chapter-4 4.1 4.2 4.3 4.4 ChapterChapter-!

Topic Abstract Introduction Major Players in the market CCD Costa Coffee Barista Lavazza Coffee Beans "D# in sin$le Bran% &etail (tar)*+ks Literature Review Objective of the research (+ope of the resear+h Research Methodo og! &esear+h Desi$n (ample "rame (ample size (ample tool "ata Interpretation and ana !sis #inding $onc usion and Suggestions References

Pg. No. 2 3 3 3 4 ! ' ' , 11 11 12 12 12 13 13 14 1! 1! 1'

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Abstract
-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 /as 0*alitative in nat*re an% in+l*%e% the resear+h te+hni0*es of vis*al %o+*mentation1 o)servation an% )ehavioral mappin$1 intervie/1 an% s*rvey. 2a+h +offee shop /as o)serve% for t/enty-five ho*rs for a total of seventy-five ho*rs. 3 -he key fin%in$s re$ar%in$ the physi+al +hara+teristi+s sho/e% the top five %esi$n +onsi%erations in+l*%e%4 +leanliness1 appealin$ aroma1 a%e0*ate li$htin$1 +omforta)le f*rnit*re1 an% a vie/ to the o*tsi%e. 2a+h +offee shop /as fo*n% to have a *ni0*e so+ial +limate an% +*lt*re relate% to sense of )elon$in$1 territoriality an% o/nership1 pro%*+tivity an% personal $ro/th1 opport*nity for so+ialization1 s*pport an% net/orkin$1 an% sense of +omm*nity. &e$ar%in$ feelin$s of +omm*nity1 s*rvey fin%in$s from +offee shops patrons sho/e% a positive +orrelation )et/een len$th of patrona$e an% their sense of atta+hment to their +omm*nity.

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$hapter -. Introduction
Coffee ho*se is a resta*rant /here +offee an% other refreshments are serve%1 espe+ially one /here people $ather for +onversation1 $ames1 or m*si+al entertainment. #t +an also )e sai% like a small1 informal resta*rant1 as may )e fo*n% in a hotel. 5hile the i%ea /as on+e limite% to metropolitan areas1 shops of this type are no/ fo*n% in many smaller to/ns an% even some r*ral areas. 5ith a pro%*+t line )*ilt aro*n% one of the most pop*lar )evera$es in the /orl%1 the store stan%s an e.+ellent +han+e of )e+omin$ a pop*lar $atherin$ spot1 ass*min$ the lo+ation is $oo% an% the pri+es are /ithin reason. #n #n%ia the first +offee ho*se /as opene% in 6olkata after the )attle of Plassy in 1'78 follo/e% )y Coffee )oar% in earl 1,48s %*rin$ British r*le at Ch*r+h $ate in M*m)ai ./hi+h e.pan%e% to '2 o*tlets )ein$ *n%er$one to loss in mi% 1, 8s the )oar% +lose% %o/n several +offee ho*ses. 9n%er the lea%ership of :6 ;opalan the %ismisse% /ork took over the pla+e an% r*n it /itho*t mana$ement. -he first #n%ian +offee /orkers Cooperative so+iety /as fo*n%e% in Ban$alore on :*$*st 1,1 1, '. -he first #n%ian +offee <o*se /as opene% in =e/ Delhi on >+to)er 2'1 1, '. -o%ay they are 488 of them a+ross #n%ia an% mana$e% )y 13 +ooperative so+ieties.

... Major p a!ers in the +ar/et"o+*sin$ to in%ian market /e have only fe/ major players /ith other titans emr$in$ soon in the in%ia market in +omin$ f*t*re.5e may have )rief look on the major players.

.....$$"#t is a %ivision of #n%ia?s lar$est +offee +on$lomerate1 :mal$amate% Bean Coffee -ra%in$ Company Lt%. #t is a p*)li+ +ompany fo*n%e% in 1,,! /ith hea%0*arters at Ban$alore. Dealin$ /ith &etail Coffee1 &esta*rants an% &etail )evera$es. :BC-CL $ro/s +offee in its o/n estates of 181888 a+res. -he lan% val*e of the plantations is 9(@2 8A388 million. #t is the lar$est pro%*+er of :ra)i+a )eans in :sia. :part from this1 the $ro*p also so*r+es +offee from 111888 small $ro/ers. :BC-CL is one of #n%iaBs lea%in$ +offee e.porters /ith +lients a+ross 9(:1 2*rope an% Capan. #t has &even*e of 9(@4 million /ith an employee of 888 .
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-he +ompany is /ell kno/n for its +on+ept of verti+ally inte$rate% to +*t +ost /hi+h in+l*%es o/nin$ the plantations1 $ro/in$ the +offee1 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+h1 /hi+h they say is half the +ost of an importe% +offee ma+hine.

"i$ 1.1 CCD Coffee -he first CCD o*tlet /as set *p on C*ly 111 1,,!1 at Bri$a%e &oa%1 Ban$alore1 6arnataka. "ollo/in$ this1 it has +rosse% over 1888 +afDs thro*$ho*t the nation )y 2811. -hey +*rrently have 131, o*tlets sprea% a+ross 27 states of #n%ia as of :*$*st 28121 n*m)er of o*tlets )ein$ in+rease% almost every /eek. : EmeterB on their offi+ial /e)site Cafe+offee%ay.+om keeps +ontin*o*s tra+k of the n*m)er. #t has starte% /ith a +*p of +offee is sol% for &s 8 on/ar%s. CCD also have international o*tlets in Cafe Coffee Day has also starte% its o*tlets in 6ara+hi1 Fienna1 D*)ai an% Pra$*e. Cafe Coffee Day?s %ivisions in+l*%e4

Coffee Day "resh ?n? ;ro*n%1 /hi+h o/ns 4 8 +offee )ean an% po/%er retail o*tlets. Coffee Day (0*are1 a hi$h level +offee )ar in Ban$alore. Coffee Day Gpress1 /hi+h r*ns ,88 pl*s Coffee Day kiosks. Coffee Day Bevera$es1 /hi+h r*ns over 141888 ven%in$ ma+hines.

....0 $osta $offeeCosta Coffee is a British m*ltinational +offeeho*se +ompany hea%0*artere% in D*nsta)le1 9nite% 6in$%om an% a /holly o/ne% s*)si%iary of 5hit)rea% PLC. #t is the se+on%-lar$est +offeeho*se +hain in the /orl% an% the
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lar$est in the 9nite% 6in$%om. Lon%on in 1,'1 )y the #talian )rothers (er$io an% Br*no Costa1 as a /holesale operation s*pplyin$ roaste% +offee to +aterers an% spe+ialist #talian +offee shops. "i$ 1.2 Costa Coffee #t /as a+0*ire% )y 5hit)rea% in 1,, 1 sin+e /hen it has $ro/n to over 21283 stores a+ross 27 +o*ntries overseas an% serves more than ,88 +*ps of +offee a+ross the /orl% every min*te. -he )*siness has 113' 96 shops1 21 88 Costa 2.press ven%in$ ma+hines an% a f*rther 788 shops overseas. By the en% of 2818 the +ompany ha% overtaken (tar)*+ks in the 961 rea+hin$ a 3'.!H market share meas*re% )y reven*es. -he )ran% ha% entere% #n%ia in 288 thro*$h Devyani #nternational1 part of Caip*ria ;ro*p as its Master "ran+hisee. Devyani #nternational is one of the $ro*p firms of &C Corp. -he )ran% +*rrently has $ot 188 o*tlets in Ben$al*r*1 M*m)ai1 Delhi1 P*ne1 Caip*r an% :$ra. :++or%in$ to &avi Caip*ria1 Chairman &C Corp the $ro*p is lookin$ to open another 188 stores over the ne.t 24 months. #n 2811 "inan+ial year1 its reven*e is I 42 million. -hey +*rrently have 2 kiosks at airports1 hospitals an% +orporate parks. 6iosks 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 =e/ Delhi airport sees avera$e footfall of ,88 per %ay.

....1. 2aristaBarista Lavazza is a +hain of espresso )ars in #n%ia. <ea%0*artere% in >khla1 esta)lishe% in 2888 *n%er the name Barista an% havin$ espresso )ars a+ross #n%ia1 (ri Lanka1 Ban$la%esh an% the Mi%%le 2ast. #t /as esta)lishe% in "e)r*ary 2888 )y the Barista Coffee Company Limite%.

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-he #n%ian +hain /as taken over )y #talian +offee pro%*+ts man*fa+t*rer Lavazza in 2887.

"i$ 1.4 Barista Lavazza -he +offee is s*pplie% )y the #n%ian roaster "resh an% <onest1 hea%0*artere% in Chennai1 /hi+h is also o/ne% )y Lavazza. :s of 28121 the +hain has 288 stores in #n%ia1 /ith estimate% ann*al reven*e of 288 +rore. Barista /as the fastest )ran% to make it on the list of s*per )ran%s an% is ranke% amon$ the top 8 phenomena that +han$e% #n%ia. Barista is the first +offee retailer in #n%ia to start a loyalty pro$ram1 Bean-o-holi+1 to attra+t an% retain +*stomers. ....3 The $offee 2ean and Tea Leaf 4

"i$ 1.

"i$ 1.!

-he Coffee Bean J -ea Leaf is an :meri+an +offee +hain1 o/ne% an% operate% )y #nternational Coffee J -ea1 LLC1 /hi+h has its +orporate hea%0*arters in Los :n$eles1 California. -he first o*tlet opene% in (eptem)er 1,!3. -he +hain has over ,88 lo+ations in 23 +o*ntries. 5ithin the 9nite% (tates1 -he Coffee Bean J -ea Leaf has lo+ations in (an "ran+is+o1 Las Fe$as1 :la)ama1 Miami1 =e/ Kork City1 an% 5ashin$ton1 D.C. et+. -he majority of lo+ations are in (o*thern California1 in+l*%in$ Los :n$eles1 (an Die$o1 (anta Bar)ara an% Fent*ra. Many lo+ations o*tsi%e of California are fran+hises1 s*+h as <a/aii. (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 /orl% sin+e )*yin$ the +ompany in 1,,7. -he Coffee Bean J -ea Leaf is an international +hain /ith lo+ations in :*stralia1 Br*nei1 Cam)o%ia1 China1 2$ypt1 #n%ia1 #n%onesia1 #srael1 (o*th 6orea1 6*/ait1 Le)anon1 Malaysia1
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Me.i+o1 Philippines1 Latar1 (a*%i :ra)ia1 (in$apore1 (ri Lanka1 9nite% :ra) 2mirates an% Fietnam. #n #n%ia it is operatin$ in M*m)ai1 Chan%i$arh1 Chennai1 6olkata1 <y%era)a% an% Delhi. -heir reven*e in 2818 is @ 238 million 9(D /ith !488 employees.

..0 #"I in sing e brand Retai =ot/ithstan%in$ its ina)ility to open m*lti-)ran% retail for forei$n investment1 the $overnment on Can 11th 2812 notifie% 188H "D# in sin$le-)ran% retail1 pavin$ /ay for $lo)al +hains like :%i%as1 Lo*is F*itton an% ;*++i to have f*ll o/nership of their #n%ia operations. "orei$n Dire+t #nvestment1 *p to 188H1 *n%er the $overnment approval ro*te1 /o*l% )e permitte% in sin$le )ran% pro%*+t retail tra%in$. <o/ever1 in respe+t of proposals involvin$ "D# )eyon% 1H1 the man%atory so*r+in$ of at least 38H /o*l% have to )e %one from the %omesti+ small an% +otta$e in%*stries /hi+h have a ma.im*m investment in plant an% ma+hinery of @1 million. :++or%in$ to +ommer+e an% in%*stry minister "D# in sin$le )ran% has le% to emer$en+e of some $lo)al majors in #n%ian market. -his /ill provi%e stim*l*s to %omesti+ man*fa+t*rin$ val*e a%%ition an% help in te+hni+al *p $ra%ation of o*r small in%*stry :t present1 for sin$le-)ran% retailers1 1H "D# is permitte%. &emoval of investment +ap /o*l% help $lo)al fashion )ran%s espe+ially from #taly an% "ran+e to stren$then their interest in the $ro/in$ #n%ian market. Many )i$ names have alrea%y set *p their operations in the +o*ntry )y partnerin$ /ith #n%ian partners. -he ne/ poli+y /o*l% allo/ them to )*y o*t the %omesti+ partners.

..0.. Starbuc/s(tar)*+ks Corporation is an :meri+an $lo)al +offee +ompany an% +offeeho*se +hain )ase% in (eattle1 5ashin$ton. (tar)*+ks is the lar$est +offeeho*se +ompany in the /orl%1 /ith 2813!! stores in !1 +o*ntries1 in+l*%in$ 131123 in the 9nite% (tates1 112,, in Cana%a1 ,'' in Capan1 ',3 in the 9nite%
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6in$%om1 '32 in China1 4'3 in (o*th 6orea1 3!3 in Me.i+o1 272 in -ai/an1 284 in the Philippines1 1!4 in -hailan% an% 3 in #n%ia. #t has reven*e of @13.2, Billion as of 2812 an% )y 28111 n*m)ers of employees have rea+he% 14,1888 all over the /orl%. "i$ 1.' (tar)*+ks >ri$inally the +ompany /as to )e +alle% Pe0*o%1 after /halin$ ship from Mo)y-Di+k1 )*t this name /as reje+te% )y some of the +o-fo*n%ers. -he +ompany /as instea% name% after the +hief mate on the Pe0*o%1 (tar)*+k. "rom 1,'1A1,'!1 the first (tar)*+ks /as at 1,12 Pike Pla+e MarketM it then /as never relo+ate%. -he +ompany only sol% roaste% +offee an% %i% not yet )re/ +offee to sell. D*rin$ their first year of operation1 they p*r+hase% $reen +offee )eans from Peet?s1 an% then )e$an )*yin$ %ire+tly from $ro/ers. #n Can*ary 28111 (tar)*+ks an% -ata Coffee1 :sia?s lar$est +offee plantation +ompany1 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 6o%a$* fa+ility. Despite a false start in 288' in Can*ary 28121 (tar)*+ks has anno*n+e% a joint vent*re /ith -ata ;lo)al Bevera$es +alle% -ata (tar)*+ks. -ata (tar)*+ks /ill o/n 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 market1 in 288'1 /ith a joint vent*re involvin$ its #n%onesian fran+hise an% 6ishore Biyani of the "*t*re ;ro*p. <o/ever1 the joint vent*re /ith%re/ its forei$n investment proposal /ith the #n%ian $overnment. (tar)*+ks %i% not +ite any reason for the /ith%ra/al. (tar)*+ks opene% its first store in #n%ia in M*m)ai on 1, >+to)er 2812. >penin$ of (tar)*+ks in #n%ia has sho/n si$nifi+ant potential in +offee ho*ses market in #n%ia.

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$hapter -0 Literature Review

&esear+h on sensation an% per+eption1 pro%*+t attri)*te1 pro%*+t 0*ality1 servi+e 0*ality1 +ate$orisation1 information sear+h1 memory1 attit*%e an% )ehavio*r1 attit*%e formation an% formation an% satisfa+tion have )een *n%ertaken to *n%erstan% +ons*mer )ehavio*r N6ivela1 1,,'M Ca+o)s1 Latham J LeeM 1,,71 :n%alee) J Con/ay1 288!O. :s state% )y N6arjal*oto et al1 288 M <s*J <*n$1 288 M La* et al 288!M :nkomah J Kiri%oe1 288!O1 attit*%es to/ar%s p*r+hase )ehavio*r are )elieve% to )e shape% )y many fa+tors s*+h as %ire+t e.perien+e /ith the pro%*+t1 information a+0*ire% from others1 pri+e1 nat*re of )*siness1 satisfa+tion1 e.pos*re to mass me%ia.-his st*%y aims to i%entify the presen+e of s*+h fa+tors *sin$ the +ase of +offee )ran% an% e.perien+e of top three +offee )ran%s in Delhi NLin%enmann1 1,,,O #n the +*rrent )*siness era1 the val*e an% importan+e of +*stomers is not somethin$ that sho*l% )e set asi%e )y +ompanies. Marketin$ plans an% strate$ies /o*l% )e in+omplete /itho*t payin$ m*+h +onsi%eration to the +*stomers. C*stomers /ill an% sho*l% al/ays )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% $ro/th1 +*stomer retention is potentially one of the most po/erf*l /eapons that +ompanies +an employ in their fi$ht to $ain a strate$i+ a%vanta$e an% s*rvive in to%ay?s ever in+reasin$ +ompetitive environment N6im et al1 2882O Basi+ally1 +ons*mers +an either )e s*)je+tive or o)je+tive1 testin$ the pers*asiveness of )ran% names. Coffee shops sellin$ the +offee pro%*+ts also play an important role in s/ayin$ the %e+isions of *niversity or +olle$e +ons*mers. -he /hole pa+ka$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%1 )*t also )e+a*se pro%*+ts +an )e *se% to e.press +ons*mersB personality1 so+ial stat*s or affiliation Nsym)oli+ p*rposesO or to f*lfil their internal psy+holo$i+al nee%s1 s*+h as the nee% for +han$e or ne/ness Nemotional p*rposesO 5hi+h means that +ons*mers )*y pro%*+ts for the )enefits they reap o*t of it1 the st*%y of +ons*mer )ehavio*r investi$ates the steps1 or the pro+esses involve% re$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 re0*ire +omple. %e+ision-makin$1B in p*r+hasin$ real estate1 s*+h as ho*ses1 apartments or *nits1 +ons*mers *s*ally $o thro*$h three key pro+esses )efore they +onsi%er )*yin$1 an% these are4 information sear+h1 eval*ation of alternatives an% %e+ision r*les.

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:si%e from the lo+al +offee shops an% resta*rants that offer tra%itional +offee e.perien+e amon$ people1 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*s1 this resear+h +ase st*%y hopes to e.plore %eeper on the +offee )*yin$ )ehavio*r amon$ *niversity st*%ents. :s state%1 its main $oal is to i%entify the most important fa+tors +ons*mers have in min% /hen )*yin$ +offee Ni.e. )ran% name1 taste1 pri+e1 lo+ation1 +onvenient1 atmosphere1 an% othersO in either of the mentione% )ran%s. Marketin$ of +offee pro%*+ts /ith respe+t to the )*yin$ )ehavior of +ons*mers has *n%er$one several +han$es over the years1 espe+ially +onsi%erin$ the +han$es /ith the %eman%s of the +ons*mers. #n a%%ition to this1 te+hnolo$i+al +han$e has also /i%ely +ontri)*te% to the +han$es in the primary metho% of p*r+hase1 /hi+h no/ 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 this1 %evelopment of marketin$ of +offee pro%*+ts has alrea%y +ontin*e% to evolve /ay into intera+tive marketin$ of the pro%*+ts )ase% on one so*r+e NBailey J (+h*ltz 2888O as %ifferent metho%s of ens*rin$ the +ons*mersB interests are )ein$ +onsi%ere% for their patrona$e. -he marketpla+e has also $ro/n to )e+ome more +ompetitive1 all vyin$ for the attention of the avera$e +ons*mer1 th*s their loyalty has also +ontin*e% to in+rease over the years as they are no/ the so*r+e of the +ompanies that rely on their a)ilities to +hoose /hi+h they may /ish for their o/n nee%s an% %eman%s. "rom the %is+*ssion of previo*s literat*res1 it is %is+overe% that /hile +offee pro%*+t an% +ompany )ran% loyalty may have some similarities1 there are essentially some +onsi%ere% %ifferen+es espe+ially /ith re$ar%s to the strate$ies that the +ompanies may *se to en%orse their servi+es an% pro%*+ts. (*+h a+tions /ill help the +ompany to ens*re the loyalty of their +ons*mers1 th*s $ivin$ them the allo/an+e of kno/in$ ho/ they /ill )e a)le to improve their servi+es. NLo/ J :ltman1 1,,2OPla+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*tine1 a pla+e to rela. from the more formal roles of life1 an% the opport*nity for +ontrol in vario*s areas of life #t also provi%es the opport*nity to link /ith frien%s an% +omm*nity in a visi)le an% +on+rete /ay. -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% /ith pla+es. Pla+e then )e+omes part of the live% e.perien+e1 an inter/oven +omponent of life e.perien+es1 an% is insepara)le from them. 5hen relationships %evelop )et/een people an% pla+es1 the res*lt is often a feelin$ of pla+e atta+hment. Lo/N1,,2O state%1 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
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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! O. Proshansky1 "a)ian1 an% 6aminoffN1,73O %es+ri)e% pla+e atta+hment as involvin$ the interplay of emotions1 kno/le%$e1 )eliefs1 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 kno/ 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. -o kno/ the preferen+es of the people /hat they /ant /hen 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 to/ar%s )ran% loyalty an% entran+e of ne/ +offee ho*ses in #n%ia.

1.0 Scope of the research #t /ill 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 /hi+h is the main frame of the resear+h1 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 /ith help of #ntervie/s1 mails an% telephoni+ intervie/ as /ell as it /as fille% *p )y +ons*mers /hi+h $ives a*thenti+ity to the resear+h an% +an )e helpf*l to any +offee ho*se.

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-he resear+h +an )e also helpf*l for ne/ resear+hers in or%er to analyze +ons*mer perspe+tive of this $iven perio% of time.

$hapter-3 Research Methodo og! 3.. Research "esign-his resear+h is a %es+riptive resear+h fo+*se% on the +offee ho*ses in #n%ian (+enario. #t /as +on%*+te% to *n%erstan% all the aspe+ts of the +offee ho*se an% %ifferent +ons*mer per+eptions an% opinions re$ar%in$ +offee ho*ses. #n+rease in n*m)er of +offee ho*ses over the years in #n%ian markets sho/s si$nifi+ant reasons to prove #n%ian +offee market as potential market for the )*siness. 6no/in$ the +*stomer re0*irement an% preferen+es is m*st in this +ase as the opinions of +*stomers are al/ays *ne.pe+te%. &esear+h is )asi+ally fo+*se% on the +*stomerBs opinion an% its taste. &esear+h is %esi$ne% in s*+h a /ay so that it +an e.tra+t the tastes an% opinions of /hat +*stomer is a+t*ally lookin$ forS

3.0 Sa+p e #ra+e-he primary %emo$raphy /e sele+te% for the resear+h /as +overin$ 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 $iven their responses as +offee ho*ses are present almost every state an% metropolitan +ities. Many &espon%ents have %ifferent perspe+tive so /e trie% to +over a lar$er %emo$raphy instea% of a parti+*lar se+tor an% the major o)je+tive of the resear+h /as to i%entify the +ons*mer perspe+tive /hi+h $ives *s m*+h +lear pi+t*re of their taste to/ar%s +offee ho*ses. Cons*mers /hi+h have )een to major +offee ho*ses present in #n%ian Market have $iven their response. :ll the respon%ents /ere a$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*$h intervie/1 over the mail1 telephoni+ intervie/ for respon%ents in %ifferent states
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an% online s*rvey metho%. Moreover the %ata has )een +olle+te% thro*$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+p e Si5e(*rvey /as +on%*+te% over aro*n% 8 respon%ents .Many respon%ents /ho /ere not a)le to fill *p the 0*estionnaire have )een intervie/e% over the telephone in or%er to take their val*a)le fee%)a+k. Most of the respon%ents /ho have not replie% /ere online.

3.3 Sa+p e too : s*rvey /as +on%*+te% *sin$ 0*estionnaires as a primary tool for %ata +olle+tion. -he lan$*a$e of the 0*estionnaire /as 2n$lish an% /as simple an% +lear. -he 0*estionnaire /as )ase% on relevant se+on%ary resear+h over the internet an% fe/ hypotheti+al 0*estions /ere also aske% in or%er to *n%erstan% the per+eption of respon%ents +ons*min$ %ifferent +offee )ran%s at +offee ho*ses all over the +o*ntry /hi+h in+l*%es many states an% per+eption of +ons*mer $oin$ to %ifferent +offee ho*ses.

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$hapter-6 "ata ana !sis using cross tabu ation

2!.2H of males stay in +offee ho*se /ithin 1 hrs1 1,H spen% 1-2 hrs in +offee ho*se an% spen% 188-288 r*pees for their per visit. 21.4H spen% their 1-2 hrs in +offee ho*se an% spen% 288-388 r*pees. 388-488 r*pee are spen% )y 4.7H.
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2 H of females spen% 1-2 hrs in +offee ho*se an% 188-288 r*pees1 48H spen% 1-2 hrs an% spen% 288-388 r*pees.

Male earnin$ 3-! lakh spen% 188-288 r*pees i.e. 18H an% /ho %o not earn spen% 288-388 r*pees on every visit. "emales earnin$ more than 18 lakh spen% 188-388 r*pees an% not earnin$ spen% 288-388 r*pees i.e. 38H.

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$(APT&R-7 7.. #IN"IN*S8

-hro*$h this resear+h /e /ere a)le to fin% o*t that in #n%ia people prefer to sit an% rela. /hile %rinkin$ +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 follo/e% )y (tar)*+ks /hi+h has re+ently la*n+he% its o*tlets here an% )e+ame one of the +hoi+e of #n%ian +ons*mers. /e also fin% o*t that +afe mo+ha is the favorite taste of +ons*mers in +offee an% -aste1 L*ality an% :m)ien+e are the fa+tors /hi+h are mostly responsi)le for visitin$ to +offee ho*ses )y the +ons*mers an% most importantly /e +ane to kno/ 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 /e +an +on+l*%e that spen%in$ pattern of +ons*mers %iffers on many fa+tors a$e $ro*p1 in+ome $ro*p an% $en%er. Preferen+es of +ons*mers to/ar%s their +hoi+e of +offee ho*se an% +offee also %epen%s on many fa+tors as %is+*sse% in this resear+h an% thro*$h this /e also +ame to the +on+l*sion a)o*t the )ehavior of +ons*mers to/ar%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 a +offee ho*se /ith their frien%s an% +ollea$*es an% spen% some $oo% time /ith them /hi+h helps to release their press*re of /ork or any other iss*e in their lives.

7.1 S%**&SIONS8

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:%vertisements %onBt affe+t the %e+ision of the +*stomers to/ar%s +offee therefore this is a matter /here the )ran%s sho*l% look into. Coffee ho*ses sho*l% make +offee a++or%in$ to every a$e $ro*p as o*r resear+h sho/s that only the a$e $ro*p of 17-2 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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