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GROUP NO.- 12

COFFEE BARS IN INDIA

PRESENTED BY:

1)) RAJEEV

2)) MRIDUL

3)) AALOK

4)) AASHISH

5)) ALOK

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Objectives of Study

Primary:

To find out the preference of Alcoholic beverages among the customers in coffeebars.

Secondary:

To find out the most preferred Coffee Bar in the industry.

To find the key factors for denial & acceptance of Coffee Bars services.

To find the most effective personality for advertising Coffee Bars.

To find preference among consumers of coffee bars over regular bars/pubs.

To find out consumer attitude towards the various factors of competitivebrands.

To find the relativeness of footfall with expenditure.

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Methodology

Primary Source of Information

Questionnaires

Sampling Method

Random Sampling : Random selection of people at Coffee Bars in the

outlets of Noida, Delhi.Sampling Size

210 Respondents

Tools used for Information and Analysis: Questionnaires, Measurement

Techniques, Scaling Techniques Ranking techniques, Rating

Techniques, Other Statistical tools .Geographical Area Covered

Barista, Khan Market, Delhi

Caf Coffee Day, Greater Kailash, Delhi.

Costa Coffee, GIP, Noida

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1. Caf Coffee Day

Caf Coffee Day (CCD) first caf at Brigade Road in Bangalore. Caf Coffee

Day today has cafes in Vienna, Austria and Karachi, Middle East, Eastern

Europe, Eurasia, Egypt and South East Asia in the near future.

Their Divisions

Coffee Day Fresh n Ground.

Coffee Day Xpress.

Coffee Day Take Away Coffee Day Exports

The company is founded in 1996 headquarters are at banglore. It has 1016

number of location with a revenue of 45 million US dollor. The company has

5000 employees strength.

Organizational Profile

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Organizational Profile

2. Costa Coffee

Costa Coffee is a coffee house company based in the United

Kingdom founded in 1971 by Italian brothers Sergio andBruno Costa. Since 1995 it has been a subsidiary of,

the Whitbread company, since when the company has grown

to over 1700 stores in the UK and abroad. The company wasfounded in 1971. The company has revenue of approx 360

million US dollor. The company has 25000 employees

strength.

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Organizational Profile

3. Barista

Barista Lavazza is a chain of espresso bars in India.

Headquartered in Noida, Barista currently has espresso bars

across India, Sri Lanka, Bangladesh and the Middle East.

Barista Lavazza is currently owned by Lavazza

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RESULTS OF CONSUMER SURVEY

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Q1. How often you visit Coffee shop ?

Analysis Inference:

Maximum people

(52.86%) go to

Coffee Shop once ina month while

23.33 % people go

to coffee shop once

in two months orrarely.

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Q2. What time of the Day people normallyvisit coffee bars?

Inference:-

42.9% people

visit in the eveningwhile 32.9% visit

in the afternoon.

So 75% of the

business is done

between 12pm to

8pm.

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Q3. What do you consume in coffee shop?

Interference:

Here we got to

know mostpeople prefer

sipping up

Tea/Coffee at

the coffee bar.

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Q4. How comfortable are they with alcohol

served in coffee shop?

Inference:

45.71 % of

people are

comfortable withalcohol now

being served in

coffee shops

while 54.29%

people said thatthey did not like

the idea of

alcohol being

served in coffee

shops.

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Q5. What brings you to coffee bars?

Inference

Maximum peoplecome to coffee barsfor Food (35.4%)

while 32.5% come forPleasure whereas25.4% come for ClientMeeting. This helpedus in knowing wherecompany should lay

its focus on toincrease footfall. Foreg: Serving deliciousauthentic food, decentplace to sit, hygienicconditions etc.

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Q6. What else do you consume along

with your beverage?

Analysis:

Most preferred add-ons

in coffee bars is starters

37.14% then mini mealswith 27.14% while

bottled water is 18.10%

and Deserts for 17.62 %.

The company needs to

regularly innovate or

restructure its productline in terms of food,

deserts and other

eatables as it cant do

much with bottled water

or canned food.

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Q7. To know that any medium of advertisement has any

effect on buying behavior of the consumer?

Inference:

Highly advertised

brands andservices possess

more advantage in

terms of

awareness,

visibility andlikeability, status

symbol etc.

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Q8. Rate the coffee shops on a scale of (1-5)under the

factors of Ambience, Price,Quality.

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Demographics

Inference:

Diverse age group

of people have

answered our

questionnaire.

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CrossTabs

College going

students of age

group (18-25 years)

mostly visit coffee

shops next followed

by working

professional of agegroup (25-36).

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CROSS TABS

Working Professional

consumes Tea/Coffee

more than alcoholic

beverage followed by

least consumption ofsoftdrinks.

Students normally

consumes

moreTea/Coffee & equal

preference is given toAlcoholic Drinks and

Softdrinks.

Parent and Aged people

consume mostly

Tea/Coffee.

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Expenditure on Beverages in Coffee Bars

(on alcohol)

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Expenditure on Beverages in Coffee Bars

(on Hot & Cold Drinks)

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Q9. Do you think people prefer going to coffee bars

over normal bars or pubs?

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HYPOTHESIS TESTING

ONE PAIR Z TEST

H0: There is no preference among Coffee Bars &

Regular Pubs

H1: There is preference among Coffee Bars & Pubs

H0=H1 Null Hypothesis;

H0/=H1 Alternate Hypothesis

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Inference: Using the Likert Scale, the result shows with the one

sample T test the consumer prefer Regular Bars or Pubs over

Coffee Bars with mean difference (0.757).

We reject Null Hypothesis and accept Alternate Hypothesis i.e.

H0/=H1.

One-Sample Test

Test Value = 3

t Df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

Prefer Coffee Bars over Pubs 8.570 209 .000 .757 .58 .93

HYPOTHESIS TESTING

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FOCUS GROUP STUDY:

a lot more can happen

over a cup of coffee

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CONCLUSION &

RECOMMENDATIONS

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Not many consumers are aware serving of liquor in coffee

shops and thus caf companies need to adopt promotional

activities.

Taking over, merging, or forming strategic alliances with other

coffee companies.

Majority of consumers think that Coffee Shops outlets which

serve alcohol are less in number and not conveniently located

as they have presence only in the posh colonies.

CONCLUSION & RECOMMENDATIONS

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The consumers are of age 18 to 35 basically usually

above 20. There is no loyalty bonus for the employees.

Expanding Indian consumer market.

Increasing awareness about its products and

operations and thus 7Ps of Service Industry.

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AtLastEXPANSION STRATEGY

The new strategy involves:

1. Closing unprofitable outlets

2. Changing the look and feel of outlets

3. Customizing the menu to better suit the Indian palate.

4. Four key formats situated at airports, malls, high streets and

IT parks.

5. Setting up kiosks in marriages, and seminars meetings.

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THANK YOU!