Barista, Cafe Coffe Day and Mocha Final Report

8/13/2019 Barista, Cafe Coffe Day and Mocha Final Report

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INTRODUCTION

MOCHA

A caff mocha or caf mocha is a variant of a caff latte, inspired by theTurin Coffee

beverageBicerin.Like a caff latte, it is based onespresso and hot milk, but with added

chocolate, typically in the form of sweet cocoa powder, although many varieties

usechocolate syrup.Mochas can contain dark or milk chocolate.

Caf mocha, in its most basic formulation, can also be referred to ashot chocolate with

(e.g. a shot of) espresso added. Likecappuccino,caf mochas typically contain the well-

known milk froth on top, although, as is common with hot chocolate, they are sometimes

served with whipped cream instead. They are usually topped with a dusting of

eithercinnamon or cocoa powder andmarshmallows may also be added on top for flavor

and decoration.

A variant is white caf mocha, made withwhite chocolate instead of milk or dark. There

are also variants of the drink that mix the two syrups; this mixture is referred to by

several names, including black and white mocha, tan mocha, marble mocha, tuxedo

mocha and zebra.

Caf mocha takes its name from the Red Sea coastal town ofMocha, Yemen,which as

far back as the fifteenth century was a dominant exporter of coffee, especially to areas

around the Arabian Peninsula.
http://en.wikipedia.org/wiki/Lattehttp://en.wikipedia.org/wiki/Turinhttp://en.wikipedia.org/wiki/Bicerinhttp://en.wikipedia.org/wiki/Espressohttp://en.wikipedia.org/wiki/Cocoa_powderhttp://en.wikipedia.org/wiki/Chocolate_syruphttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Cappuccinohttp://en.wikipedia.org/wiki/Cinnamonhttp://en.wikipedia.org/wiki/Marshmallowshttp://en.wikipedia.org/wiki/White_chocolatehttp://en.wikipedia.org/wiki/Mocha,_Yemenhttp://en.wikipedia.org/wiki/Mocha,_Yemenhttp://en.wikipedia.org/wiki/White_chocolatehttp://en.wikipedia.org/wiki/Marshmallowshttp://en.wikipedia.org/wiki/Cinnamonhttp://en.wikipedia.org/wiki/Cappuccinohttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Chocolate_syruphttp://en.wikipedia.org/wiki/Cocoa_powderhttp://en.wikipedia.org/wiki/Espressohttp://en.wikipedia.org/wiki/Bicerinhttp://en.wikipedia.org/wiki/Turinhttp://en.wikipedia.org/wiki/Latte


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INTRODUCTION ON COFFEE CAF DAY

The Coffee Caf Industry

The Coffee Caf industry is currently one of the biggest and fastest growing sectors inbusiness. The industry consists of a mix of individual cafs, hotel cafs and retail caf

chains

I ndividual Cafs:

The main bulk of revenue is earned by small, individual cafs, run mostly by

families and friends. It is a relatively unorganized sector. There are millions of such cafs

around the world, and they provide customers with a homely, casual experience.

The bulk of these cafs are mainly in Europe, where every little town or village has local

cafs, where people gather together for a conversation over coffee, or just to be alone

with their thoughts.

These cafs have been the birthplace and sanctuary for various creative minds,

revolutionaries and thinkers of our time. The most recent example Is the author J.K.

Rowling, who has written most of theHarry Potterseries of books, sitting at her local

caf.

These cafs set themselves apart from retail chain cafs and hotel cafs because they

provide customers with a homely, classic appeal, which cannot be emulated.

Growth of Caf Industry in India

Hot beverages have always been a part of the tradition of India, especially South India.

Coffee took the first seat in South India when the traditional Brahmin classes brought

down the beverage from the ruling British around the 1930s. During the early years the

drink was confined only to traditional rich Brahmin families who served filter coffee in a

'davra- tumbler'. Coffee is no more confined to the rich Brahmin class now, though thetradition of serving filter coffee in the 'davra- tumbler' continues to this day.

In order to spread the drink, coffee houses emerged at various places in the country,

which also served as the opposite places for lawyers and the educated class to hold

discussions ranging from politics to cinema. It is also believed that many scripts and

ideas for films evolved here. One of the oldest coffee houses in South India is the


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Raayars mess, Chennai, which serves first class filter coffee even today. The mess was

established in the 1940s and continues the tradition of coffee but supplements it with

tiffin also. The vintage location of the mess attracts huge crowds even today early in the

mornings, Coffee however was not the only item on the menu. These places also served

food and other drinks to their customers.

The drink also became famous and as a result even five star hotels began cashing in on it.

Several hotels all over the country started opening coffee- shops that catered to high- end

customers. This showed the popularization of coffee cafs, to all sections of society.

The drink has now become more of a concept than merely a drink itself. The last decade

witnesses the growth of numerous coffee pubs in the country. A number of coffee caf

owners tried to westernize the taste in contrast to the filter coffee.

Now, large retail chains like Qwikys, Barista, and Caf Coffee Day have opened up

around the country. The concept of a caf today is not merely about selling coffee, but

about developing a national brand. Retail cafs now form a multi- crore industry in the

country, and have huge potential for growth locally, and internationally.

These cafs form the main focus of this project.


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INTRODUCTION ON BARISTA

Corporate Profile

Background, Market Entry & Growth:

Barista coffee was establishes in 1999 with the aim of identifying growth opportunities in

the coffee business. Increasing disposable incomes and global trends in coffee indicate

immense growth potential in one particular segment.

More significantly, they believe they have been quick to spot a latent need waiting to be

trapped: Coffee lovers seek a complete experience. One that combines intelligent

positioning with the right product mix and carefully designed cafs. In other words,

customers seek an experiential lifestyle brand.

As of today, Barista exists in over 22 cities, and operates over 140 outlets nationally. In

the last 2 years, Barista has opened over 100 outlets in the country and with a new outlet

opening nationally every 14 dates, Barista is currently experiencing phenomenal growth.

With outlets opening in Sri Lanka and Dubai, Barista is looking at potential growth

opportunities in Asia, making it highly competitive international brand.

Product Sources:

Barista sources its coffee beans from around the world, but a major supplier is TATA

Coffee, part of the TATA Group that owns a large stake- holding in Barista. These coffee

beans are then sent to Venice, Italy where they are roasted into a blend exclusively forBarista. The food and desserts at Barista is exclusively catered to by the Taj, who ensures

a high standard of quality with all its products. Barista also sells merchandise through its

store, all of which is imported. The merchandise accounts for nearly 1/6 th of Baristas

overall sales.

Quality Sources:

Barista has a check on the quality of its products every 14 days. Barista also incorporates

TQM at its headquarters in Delhi. Since Delhi is the base for all its distribution, quality

control measures are adopted there to avoid any poor quality products being distributed.

Pricing:

Barista has a Skim Pricing Policy. They began with a higher price, and skimmed the

cream for the market. With the sudden spurt of growth in number of outlets, came the


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benefits of economies of scale. Because of this, they have been able to gradually lower

their prices, and appeal to different segments of their target market.

The main factors that affect their pricing are their cost of goods sold. The costs are quite

high because imports a majority of its products and product- sources.

Process:

The order and delivery process at Barista is based on self- service, where a customer goes

up to the counter to place his order, and goes back to the counter to pick his delivery once

it is prepared.

Positioning:

Consumer Profile:

According to research, over 65% of Baristas customers are in the 15- 30 age- group. The

majority of these are students and young urban professionals.

Brand Image:

Barista positions itself as a brand for anyone who loves coffee. Their products, services

and outlets are more like the traditional European cafs, where people would meet for the

love of coffee, and for an intellectual appealing time. They position their outlets as a

place wherethe world meets, and they look to appeal to anyone in the 14 - 60 age group

that loves good coffee and looks for a nice quiet time.

Products:

Baristas product mix constitutes a wide range of products that appeal primarily to

traditional coffee lovers. Their products themselves are traditional products with

traditional names. Food items like croissant, pastas, and sandwiches are complimentary to

their coffee, and project a very classic image of Barista. Their

merchandising also consists of primarily coffee related products like coffee beans,

coffee machines, etc.

Prices:

Considering that Barista is trying to target a market whose age range is between 18 and

60 years, a pricing policy appealing to this segment is difficult. Extremely low prices act

as a deterrent to some customers who might regard it as an indicator or quality, while

very high prices cannot be afforded by most of the youth. But since


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Baristas current consumer profile is quite young, their prices are mostly inexpensive, and

at par with their competitors.

People:

The people at Barista are characteristically trained to bePleasant, Polite and Positive.

They ensure you have a quiet, uninterrupted visit and provide an escape from the

daily pressures of life. Their uniforms are in sober shades of brown and orange, and

contribute to the overall laid-back feeling of the caf.

Physical Evidence:

a) Logo, Colors, Images:

Barista, since the beginning has looked to use colors in its caf interiors, logos and

images; to project a warm, earthglow, synonymous with coffee. Barista uses shades of

Orange & Brown to good effect to promote its laid-back atmosphere.

The logo is a combination of Brown, Orange and Light Yellow; with the word Barista

written in an upward curve, and the word Coffee underneath. A simple logo that

perfectly expresses Baristas brand image: A traditional caf for coffee lovers.

b) Dcor and Architecture:

Baristas internal dcor and architecture expresses the simplicity you would normally

associate with traditional cafs. The furniture is made of light shades of wood, and there

are comfortable sofas in bigger cafs. The walls are shades of orange, with various

photographs of the love for coffee spread around each outlet.

c) Literature:

The literature provided by Barista is indicative of its brand image. The menus,

posters, pamphlets are all traditionally designed, with a classic and simple look. One

aspect of particular note is their magazine, which is privately circulated in the cafs. The

magazine encourages customers write, draw, make etc anything creative; and this is then

published in the magazine. The magazine not only provides an avenue for advertising,

but also an opportunity for Barista to express its brand image.

Place:

Barista looks to cater to their target market with strategically located outlets. Their

outlets are generally located at High Street/ Family Entertainment Centers. Considering

their generic appeal, there are Barista outlets in and around Malls,


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Cinemas, Colleges, and Offices etc. this endorses their brand image of a caf that

appeals to coffee lovers of all ages.

Promotions:

Barista currently carries out mass promotion campaigns. This is mainly in the form of

promotions in the Press, TV and Radio Medias. At present, they do not rely heavily on

advertising, but rely more on sponsorships and strategic alliances with other corporations.

Barista also takes part in various sales promotion activities to help increase sales at their

outlets.

a) Sponsorships:

Barista sponsors various events and festivals, which provides them valuable promotion

directed at strategic markets. The sponsorships are mainly in kind, although major events

are sponsored in cash also.

b) Sales Promotion:

Barista uses a special Barista Coffee Card for its sales promotion activities. The

Barista Coffee Card entitles you to one complimentary hot beverage when you are done

sipping seven. It is available to all Barista coffee regulars. No membership fees, no

references required. Fill out the card and you are a member. As a Coffee Card holder, you

earn one stamp on the card every time you purchase a beverage. Simply present the card

to the cashier when you place your order at any of their outlets. Once you have collected

seven stamps, you can hand over the card to receive your complimentary hot beverage.

Barista hopes this card can help drive sales growth, and increase customer retention.

Distribution:

Distribution of outlets

Every Barista outlet is owned by the company, and not franchised out to anyone.

Barista can thus control and make quick changes to its entire retail chain. Barista

currently operates in over 120 outlets all over the country, and at their current rate, they

are opening a new outlet approximately every 10 days. They have a market presence in

over 20 cities. Mumbai alone has over 30 outlets, and the number of outlets in the city is

increasing at a phenomenal pace. Barista has a thumb rule for selecting cities and

locations for the distribution of outlets.


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Location: this is a prime factor in determining the success of a retail chain. However,

Barista Coffee has adopted a top down approach, wherein they first identify the cities and

then decide on precise locations within its limits.

Distribution of Stock

The distribution of stock at Barista begins from the coffee beans being sent abroad for

roasting. The roasting takes place in Venice, and the beans are then supplied to the main

warehouse in Delhi. Stock is then distributed to the various Regional

Warehouses, and then to the local Warehouses. The outlets get their stock from the

Local Warehouses. Barista uses a Re-Order Level system for the distribution of their

stock.

Barista out sources its transportation needs from external organizations, and currently

uses trucks as the preferred means of distribution.


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OBJECTIVE OF THE STUDY

The objective of the thesis is Study of various cafeterias in Ludhiana, identify areas of

excellence and areas needing improvement; and provide suggestions for such

improvement. The aim of this Thesis is to successfully compare two prominent service

sector companies on a common platform, analyze their working and performance, and

highlight what they are doing well, while providing suggestions and recommendations for

improvement.

1. To know the preference level for cafeterias among population of Ludhiana.2. To know the frequency of consumers visit to the coffee shop.3. To know the spending habits of consumers.


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SCOPE

This project has a quite wide scope because through this we come to know about the

preference of people between Caf Coffee Day, Barista and Mocha. Through my project

one can compare the satisfaction level of people from Barista, Caf Coffee Day and

Mocha.


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LIMITATION

1. Due to resources and time constraints the study was limited to Ludhiana city only.2. There was a limitation on the part of respondents as they sometimes shirked to

give the related information due to their busy schedule.

3. Being an opinion survey, the personal biases of the respondents might haveentered in their responses.

4. It cannot be accepted as a piece of excellence and is limited to the knowledge andexperience of people.


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RESEARCH METHODOLOGY

For the purpose of this study, I prepared research tools, various questionnaire, to find out

the relevant primary data pertaining to the functioning and working of various cafeterias

Barista, Caf Coffee Day and Mocha.

The data was collected based on information provided by:

1. The management of the organization.

2. Customers visiting Barista, Caf Coffee Day and Mocha outlets.

Besides the primary data collected with the help of the questionnaire, I have also

collected the relevant secondary data from various sources like magazines, books and

Internet and newspapers.

Based on the relevant primary and secondary data, a comparative analysis has been done

so as to find out the areas of excellence and areas of improvement of both organizations.

Selection of Population

Due to time and resources constraint the study has been conducted in the city of

Ludhiana. The population for this study comprises of people belonging to the city of

Ludhiana which are categorized as under:

a) Studentsb) Businessmanc) Workingd) Professionale)

House wives

Selection of Sample

A sample of 50 respondents belonging to different occupation background was selected.

Stratified sampling technique was used for the selection.


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The following strata of respondents were made on the basis of their occupation.

a) Student : 10

b) Housewives : 8

c) Working : 10

d) Professionals : 10

e) Businessman : 12

Construction of Research Instrument

The important factors to be studied were entitled by the researcher, after examining the

related researches. After having the backward knowledge, a questionnaire was developed

to obtain responses relevant to the objectives of research. While designing the

questionnaire every attempt was made to make it precise, so that the process of filling up

the responses does not consume too much time.

The designed questionnaire was constructed the questionnaire consist of dichotomous

questions i.e. yes or no type, multiple choice questions.

Some of the questions were in the form of check list. It was basically an opinion survey

in which the reaction of the respondents in connection with various aspects of the study

were recorded. But an opinion research is not enough to know the attitude of

respondents.

So attitude measurement was also done by asking the respondent as which is better and

on what basis they go for the particular ready to eat food brand.

Collection of Data

The questionnaire method was used for collecting the data related to the study. The

objectives of the research were explained to the respondents before getting the

questionnaire filled. In certain cases, the questionnaire was handled over the respondents

for them to fill it up.


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Analysis of Data

Attitude have been checked on different Parameters like awareness about Barista, Caf

Coffee Day and Mocha. The various reasons why the people prefer "Barista, Caf Coffee

Day and Mocha".

Awareness about the preservatives being used in Barista, Caf Coffee Day and Mocha.

The various age groups which prefer going to Barista, Caf Coffee Day and Mocha. Item

wise rating scales have also been use conclusion were drawn mainly on the basis of

percentage.

NON-PROBABILITY SAMPLING

Non-Probability sampling methods are those which do not provide every item in the

universe with a known chance of being included in the sample. The selection process is at leastparticularly subjective. The following are some of the methods of Non-Probability sampling:

Chi-square Test

The chi-square test is one of the simplest and most widely used non-parametric tests in

statistical work. The 2 are the Greet letter chi the chi-square (2) test was first used by Karl

Pearson in the year 1990. The quantity chi-square describes the magnitude of the discrepancy

between theory and observation. It is defined as:

Chi-Square = (O-E)2

/ E

Where O = Observed frequencyE = Expected frequency

To determine the value of chi-square, the steps required are:

1. Calculated the expected frequenciesTotal no. of Respondents

E = ---------------------------------------

Different types of respondents

2. Take the difference between observed and expected frequencies and obtain thesquares of these differences i.e.,

(O-E)2

3. Divide the values of (O-E)2

with respective expected frequency and obtain the total

i.e.,

(O-E)2 /E

Degree of Freedom is (n-1).


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FINDING AND ANALYSIS

Q.1 What Coffee shop do you usually go to?

Coffee Shop No. of Respondents Percentage of Respondents

Barista 20 40%

Caf-coffee Day 15 30%

Mocha 10 20%

Others 5 10%

Fig.1: Preference for the coffee Shop

Analysis: The graph 1 shows which coffee shop the respondents usually preferred to visit. Out of

the 50 respondents, 40% respondents preferred Barista, 30% respondents preferred caf coffee

day and 20% preferred Mocha whereas only 10% of the respondents preferred others.

Interpretation: Most of the people prefer going to Barista.

40%

30%

20%

10%

Barista

Caf-coffee Day

Mocha

Others


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CHI-SQUARE TEST-1

TO TEST THE RESPONDENTS RESPONSE PREFERENCE FOR THE COFFEE

SHOP

Coffee Shop No. of Respondents Percentage of

RespondentsBarista 20 40%

Caf-coffee Day 15 30%

Mocha 10 20%

Others 5 10%

Note: = 1.84, for =3; Significant at 0.05 level

Null Hypothesis

Ho: There is no difference between number of respondents preference for the coffeeshop.

O E O-E (O-E) (O-E) /E

Barista 20 12.5 7.5 56.25 0.42

Caf-coffee Day 15 12.5 2.5 6.25 0.5

Mocha 10 12.5 -2.5 6.25 0.5

Others 5 12.5 -7.5 56.25 0.42

1.84

Where,

O is Observed value

and, E is expected value

(O-E)2/E = 1.84

n-1 = 4-1= 3 Degree of freedom

n = number of variables

The significance level = 0.05

So, 7.815 is Tabulated

Calculated < Tabulated

There, Null Hypothesis is selected. i.e. Most of the people prefer going to Barista, this

statement is selected.


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Q.2 How often do you visit a coffee shop?

Frequency of visit No. of Respondents Percentage of Respondents

Almost Daily 5 10%

2-3 times a week 25 50%

2-3 times a month 15 30%

Not often 5 10%

Fig. 2: Frequency of visit to the coffee shop

Analysis: Out of the 50 respondents, 10% visit a coffee shop almost daily, 50% visit 2-3 times a

week, 30% visit a coffee shop 2-3 times a month where as 10% are those who visit a coffee shop

not so often.

Interpretation: Through the survey I conducted, I realized that 50% of the respondents visit acoffee shop 2-3 times a week.

10%

50%

30%

10%

0%

5%

10%

15%

20%

25%

30%

35%40%

45%

50%

Percentage

Almost Daily 2-3 times a

week

2-3 times a

month

Not often

Frequency of Visit


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CHI-SQUARE TEST-2

TO TEST THE RESPONDENTS RESPONSE FREQUENCY OF VISIT TO THECOFFEE SHOP

Frequency of visit No. of Respondents Percentage of

RespondentsAlmost Daily 5 10%

2-3 times a week 25 50%

2-3 times a month 15 30%

Not often 5 10%

Note: 2= 18.25, for =3; Significant at0.05 level

Null Hypothesis

Ho: More number of the respondents frequency of visit to the coffee shop.

H1: 50% of the respondents visit a coffee shop 2-3 time a week.


Almost Daily 5 12.5 -7.5 56.25 4.5

2-3 times a week 25 12.5 12.5 156.25 12.5

2-3 times a month 15 12.5 2.5 12.5 1

Not often 5 12.5 -7.5 56.25 4.5

18.45

Where,

O is Observed value


(O-E)2/E = 18.45


n = number of variablesThe significance level = 0.05


Calculated > Tabulated

There, Null Hypothesis is rejected. i.e. 50% of the respondents visit a coffee shop 2-3

times a week, this statement is rejected.


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Q.3 How much money do you usually spend at a coffee shop?

Spending habits No. of

Respondents

%age of

Respondents

150-200 0 0%

200-250. 25 50%

250-300 20 40%

Above 300 5 10%

Fig.3: Spending habits of the people

Analysis: Out of the 50 respondents; 50% of the respondents spend between 200-250Rs, 40%

spend between 250-300 Rs., 10% of the respondents spend above 300 Rs. But none of them

spend between 150-200 Rs.

Interpretation: Most of the respondents spend between 200-250 Rs. at a coffee shop.

0%

50%

40%

10%

150-200

200-250.

250-300

Above 300


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CHI-SQUARE TEST-3

TO TEST THE RESPONDENTS RESPONSE OF SPENDING HABITS OF THEPEOPLE

Spending habits No. ofRespondents

%age ofRespondents

150-200 0 0%

200-250. 25 50%

250-300 20 40%

Above 300 5 10%

Note: = 34, for =3; Significant at 0.05 level

Null HypothesisHo: More number of the respondents spending habits of the people.


150-200 0 12.5 -12.5 156.25 12.5

200-250. 25 12.5 12.5 156.25 12.5

250-300 20 12.5 7.5 56.25 4.5

Above 300 5 12.5 -7.5 56.25 4.5

34

Where,

O is Observed value


(O-E)2/E = 34


n = number of variables

The significance level = 0.05


Calculated > Tabulated

There, Null Hypothesis is rejected. i.e. most of the respondents spend between 200-250

Rs. at a coffee shop, this statement is rejected.


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Q.4 How much time do you usually spend at a coffee shop?

Length of visits No. of

Respondents

%age of

Respondents

Less than hr.5 10%

- 1 hr. 15 30%

1-2 hrs. 25 50%

Over 2 hrs. 5 10%

Fig.4: Time usually spent at a coffee shop

Analysis: Out of the 50 respondents, 10% of the respondents spend less than hr at a

coffee shop, 30% of the respondents spend between -1 hr. at a coffee shop, 50% of the

respondents spend between 1-2 hrs. at a coffee shop. Whereas another 10% of the

respondents spend over 2 hrs. at a coffee shop.

Interpretation: Most of the respondents spend between 1-2 hrs. at a coffee shop.

0%

10%

20%

30%

40%

50%

Less than

hr.

- 1 hr. 1-2 hrs. Over 2 hrs.

Percentage

Length of visit


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Q.5 How many people do you usually go with?

Average group size No. of

Respondents

%age of

Respondents

Alone 5 10%

With 1 person 15 30%

2-4 people 10 20%

More than 5 people 20 40%

Fig.5: Average group size

Analysis:Out of 50 respondents, 10% go alone to a coffee shop, 30% of respondents

visit caf with 1 person atleast, 20% of the respondents visit caf in groups of 2-4 people.

The remaining 40% visit caf in a group of more than 5 people.

Interpretation:Most of the respondents visit caf in a group of more than 5 people.

10%

30%

20%

40%Alone

With 1 person

2-4 people

More than 5 people


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Q.6 What is the single most important factor for you to choose a coffee shop?

Deciding factor No. of

Respondents

%age of

Respondents

Taste of coffee/ food 15 30%

People/ service 5 10%

Value for money 10 20%

Ambience/ Experience 20 40%

Fig.6: Most important factor for choosing of coffee shop.

Analysis:Out of 50 respondents, 40% of respondents selected ambience/experience as

the most important factor that contributed to their choice of coffee caf, whereas as 20%

of the respondents selected value for money as the most important factor, 10% of the

respondents selected people/service whereas 30% of the respondents selected taste of

coffee/ food as the most important factor to choose a coffee caf.

Interpretation: Majority of the respondents selected ambience/experience as the most

important factor to choose a coffee shop.

30%

10%

20%

40%

0% 10% 20% 30% 40%

Percentage

Taste of coffee/

food

People/ service

Value for money

Ambience/

Experience

Deciding

factor


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Q.8. At what level are you satisfied with the prices of the following coffee

caf.

Prices

No. ofRespondents

%age ofRespondents

Barista 15 30%

Caf Coffee Day 25 50%

Mocha 10 20%

Fig.7 (II): Satisfaction with the prices

Analysis:Out of the 50 respondents, 50% respondents are satisfied with the prices

of caf coffee day, 30% of the respondents are satisfied with the prices of Barista

where as only 20% of the respondents are satisfied with the prices of Mocha.

Interpretation: Majority of the respondents are satisfied with prices of caf

coffee day.

30%

50%

20%

Barista

Caf Coffee Day

Mocha


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Q.9. How much are you satisfied with the delivery of products at the

following coffee cafes?

Delivery of Products

No. of Respondents

%age of Respondents

Barista 25 50%

Caf Coffee Day 15 30%

Mocha 10 20%

Fig.7 (III): Delivery of Products

Analysis:Out of the 50 respondents, 50% respondents prefer Barista for delivery

of products, 30% of the respondents prefer the Caf Coffee Day and 20% of the

respondents prefer the delivery of products of Mocha.

Interpretation: Through the survey, I conducted, I realized that majority of the

respondents prefer Barista for delivery of products.

50%

30%

20%

Barista

Caf Coffee Day

Mocha


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CONCLUSION

Most of the people prefer going to Barista. Through the survey I conducted, I realized that 50% of the respondents visit

a coffee shop 2-3 times a week.

Most of the respondents spend between 25-75 Rs. at a coffee shop. Most of the respondents spend between 1-2 hrs. at a coffee shop. Most of the respondents visit caf in a group of more than 5 people. Majority of the respondents selected ambience/experience as the most

important factor to choose a coffee shop.

The majority of the respondents preferred the taste and quality of productsavailable at Caf Coffee Day.

Majority of the respondents are satisfied with prices of caf coffee day. Through the survey, I conducted, I realized that majority of the respondents

prefer Barista for delivery of products.

Most of the respondents are satisfied with the staff available at Barista Most of the respondents preferred the ambience of Barista. Majority of the respondents preferred the products available at Caf Coffee

Day.

Most of the respondents believed that they are getting value for moneyfrom Caf Coffee Day.

Through the survey, I conducted, I realized, most of the respondents weresatisfied with the overall service of Barista.


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With regard to the physical evidence associated with the brand, Caf Coffee Day

needs to do a lot of work if they hope to catch up with Barista. My first

recommendation for Caf Coffee Day is to clean up the dcor at every outlet,

wherever unnecessary advertising is taking place.

Although it might be an important source of revenue, long-term customer

perception of the brand isnt very positive.

Caf Coffee Day would do better to provide promotional space for its partners

with the use of clever collaborations, and not printed advertisements and posters

everywhere.

My second recommendation is that Caf Coffee Day looks at its current

recruitment, selection and most importantly, its current training policies.

Customers are not happy with the behavior and service of the staff, and Caf

Coffee Day is lagging far behind Barista is this aspect.


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BIBLIOGRAPHY

1. Kothari,C.R., Research Methodology ,WISHWA PRAKASHAN Publishing,

Printed in India,Bangalore, Year 1998.

2. Kotler,Philip, Marketing Management,Ninth Edition , Prentice Hall, Printed in

India, Year 1999.

3. www.cafecoffeeday.com - Search enginesCase Study

4. www.barista.co.in- Search enginesCase Study

5. www.google.com- Search engines


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ANNEXURE

Dear Respondents

Kindly help me in completing my survey related to the Topic "Growing Trend ofCafeterias in Ludhiana".

Name : ________________________________________________

Address : ________________________________________________

Age : ________________________________________________

Gender : Male Female

Marital : Married Unmarried

Occupation : ________________________________________________

Q.1 What Coffee Shop do you usually go to?

Barista Caf Coffee Day

Mocha Others

Q.2 How often do you visit a Coffee Shop?

Almost Daily 2-3 times a week

2-3 times a month Not often

Q.3 How much money do you usually spend at a Coffee Shop?

150-200 Rupees 200-250 Rupees

250-300 Above 300 Rupees

Q.4 How much time do you usually spend at a Coffee Shop?

Less than hour -1 hours

1-2 hours Over 2 hours

Q.5 How many people do you usually go with?

Alone With 1 person

2-4 people More than 4 people

Q.6 What is the single most important factor for you to choose a Coffee Shop?

Taste of coffee/ food People/ Service

Value for money Ambience/ Experience


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GROWING TRENDS OF

CAFETERIA IN LUDHIANA

Submitted to Punjab Technical University, Jalandhar

In partial fulfillment of the requirement for the degree of

Masters of Business Administration(Session 2012- 2013)

Submitted by:-Surbhi Garg

MBA 2ndyear

Roll No.1274138

KHALSA INSTITUTE OF MANAGEMENT AND

TECHNOLOGY

LUDHIANA


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PREFACE

This work is essentially the result of final year project which is mandatoryto be under taken on the partial fulfillment of the course Bachelors in Business

Administration.

The topic selected is Growing Trend of Cafeteria in Ludhiana It aims at

the study of the changing attitudes and the awareness of the consumers. An insight into

their thinking and psychology towards different Coffee ventures, selecting the Ludhiana

city, the project report was made analyzing the consumer responses. This analysis and

interpretation is beneficial to both the supplier i.e. retail outlets and manufacturing outlets

and to the consumers.

Thus, it is a result oriented project work, in spite of the best endeavors, the

report is not a work of excellence as it is a students attempt to watch, record and

understand the business activities and practical aspect of business by applying theoretical

knowledge and concepts.


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ACKNOWLEDGEMENT

It has been a great pleasure and privilege to conduct the survey on the

Growing Trend of Cafeteria in Ludhiana. My sincere thanks and deep gratitude

towards Project Guide and all the lecturers of our M.B.A Department for their guidance,

excellent spirit, encouragement and constant criticism which gave me the confidence to

complete the project work effectively.

Last but not the least I want to thank the various respondents who

extended their whole hearted cooperation.

Surbhi Garg

MBA-2ndSem


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CONTENT

Topics Page No.

I. Introduction 1-8 Mocha The Coffee Caf Industry Introduction on Barista

II. Objectives 9III. Scope 10IV. Limitation 11V. Research Methodology 12-14

Selection of Population Selection of Sample Constriction of Research Instrument Collection of Data Data Analysis Chi Square

VI. Finding and Analysis 15-27VII. Conclusion 28VIII. Recommendation and Suggestions 29-30IX. Bibliography 31X. Annexure

Barista, Cafe Coffe Day and Mocha Final Report

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