Q.1.

Prepare a research proposal to evaluate whether Tea

shops similar to Coffee shops like Barista and Caf Coffee
Day will be successful in Delhi or not.

Abstract
India has long been associated with tea drinking, but now coffee
manufacturers

are

aggressively

asserting

their

own

position

in

the

subcontinents beverage marketplace. Meanwhile, coffee makers have been

promoting java heavily across the nation domestic consumption has been
rising 5 percent annually, while tea has generated only about 2 percent
yearly growth. Western-style coffee bars have sprouted all over India, as a
newly emergent middle class has become enamored with caf latte, CCD,
Barista and other such caffeinated delicacies. Chains like Coffee Cafe Day,
Barista and others have a widespread presence in all Indian cities, which
makes it evident that people in India like coffee. Research firm Euromonitor
International estimated that Indias coffee market has grown 80 percent over
the past five years, partially reflecting a surge in consumption among the
urban middle class and the rising popularity of retail outlets like Starbucks
(NASDAQ:

SBUX). Roberio

Oliveira

Silva,

head of the London-based

International Coffee Organization, explained to the Journal that coffee culture

has taken India by storm and it will continue to do so because of higher
incomes and greater urbanization." Tea consumption in north India is more
domestic than commercial, while coffee consumption is purely commercial.
As clearly mentioned by one of the research which says that tea
consumption happens normally in Domestic than commercial, So we need to
see if in Delhi Tea shops will be successful in Delhi or not.

Research methodology:

Primary Data: Questionnaire

Secondary data has been collected from research papers, articles,

and websites.

Sample collection: The data required for the study is collected with the
help of questionnaire. The questionnaire will be provided to the people of
Delhi in the age group of 18-55, population which normally likes to visit
coffee shops.
Sampling Method: As the research is being done in India, Cluster Sampling
will suit the situation the basis to have data from the target group which we
have set. Data can be collected from college going students, malls, coffee
shops.
Sample Size: 500
Sampling design: The procedure of sampling is the simple random
sampling,

because

all

the people visiting these shops belong to a group which is, majorly, of the sa
me category, andhave been selected on a random basis. Hence, the
complete population is a homogeneous group of respondents who may differ
on geographical front and income levels, but the demands of the population
will not vary to a great extent amongst each other.
Statement of Problem: The main objective of this research is

Whether tea shops similar to coffee shops like Caf Coffee day and

Barista be successful in Delhi?

Considering Rapid urbanization and Delhi being one of the Metropolitan

cities, will people over there prefer tea shops over a coffee?
To identify the existing consumption and purchased behavior of
consumers both institutional and individual with respect to tea and
coffee

QUESTIONARRIE
Name: __________________ (Optional)
Age:
18 25
26-32

33-40
41-50

51-60
Above 50

Occupation:
Employed
Self Employed

Student
Others: ____ (Please
Specify)

Gender:
Male

Female

Monthly Income:
15001-25,000
25,001-40,000

40,001-60,000
Above 60,000

What do you prefer to drink?

Coffee
Both
Which drink you prefer over the other?

Tea

Tea

Coffee

Which of the following responses best describe your tea consumption in the
past year? (Include Hot and Cold Tea both)
Addicted
Frequent or Regular tea

Occasional

drinker

In a typical day, how many cups of tea do you drink?

2 cups or less
3-4 cups

5-6 cups
7-8 cups

When going out for a meal at a restaurant, do you drink tea?

Never
Often

Rarely
Always

How often do you visit a Coffee Shop?

Almost Daily
2-3 times a
week
Would you like to visit tea bars?

2-3 times a
month
Occasionally

Yes
No. Why? ______________________________________________________
Will you prefer to visit tea bar over a coffee shop?
Yes
No. Why? _______________________________________________________