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1o undersLand Lhe cusLomer behavlor for
golng Lo coffee shops
1o sLudy Lhe cusLomer segmenLs and Lo
undersLand Lhe percepLlons of dlfferenL
segmenLs
1o sLudy Lhe sLrong and weak polnLs of
dlfferenL players
1o compare faclllLles glven by ma[or players
of coffee bars of nC8
8LSLA8CP uLSlCn
Lxp|oratory kesearch
1ype of research deslgn whlch has as lLs prlmary
ob[ecLlve Lhe provlslon of lnslghLs lnLo and
comprehenslon of Lhe problem slLuaLlon confronLlng
Lhe researcher
escr|pt|ve kesearch
1ype of concluslve research LhaL has lLs ma[or
ob[ecLlve Lhe descrlpLlon of someLhlng usually
markeL characLerlsLlc or funcLlons
,A!C8 LA?L8S
Cafe Coffee uay
8arlsLa Lavazaa
CosLa Coffee
nescafe CuLleLs
8LSLA8CP ,L1PCuCLCC?
8raln sLormlng on ob[ecLlves of research and
collecLlng secondary daLa
ueslgnlng CuesLlonnalre
ConducLlng lloL survey
Sampllng process
Colng Lo fleld Lo collecL prlmary daLa
Analysls of collecLed daLa
uA1A AnAL?SlS Anu ln1L88L1A1lCn
Spare 1lme Analysls
,osL of Lhe people prefer golng Lo Shopplng malls durlng Lhelr free/lelsure
Llme Pence Coffee Shops can ldeally be housed ln and around sbopploq molls
Lo aLLracL a greaLer cusLomer base
C8CSS1A8uLA1lCnS
WhaL people do durlng Lhelr spare Llme and sex
WhaL do people do durlng Lhelr spare Llme and Age group
-LkL-L
1he maxlmum response from Lhe sample was from
Lhe agegroup of (1923) lnLerpreLlng Lhe preference
of people who can afford Lhe maxlmum spare Llme
or Lry any of Lhe above opLlons lrom Lhe above
daLa we see LhaL maxlmum people prefer Lo vlslL a
sbopploq moll followed by caLchlng up a movle
Pence lL wlll be [usLlfled Lo setup coffee shops ln
Lhe vlclnlLy of boLh Lo churn ouL more sales
1lme spared from dally schedule and whaL ls done durlng Lhls
spare Llme
-kL-L
lrom Lhe bar charL and Lhe sLaLlsLlcs we
observe LhaL people who go Lo a coffee shop
usually spend oo boot ln general
WhaL drlnk usually preferred as a sLlmulanL and sex
lrom Lhe above graph lL ls clear LhaL boLh Lhe sexes prefer Lo have
coffee as sLlmulanL drlnk ln Lhelr busy schedule
And also besldes coffee mosL of Lhe people prefer Lo have [ulces so
lL ls advlsable Lo coffee shops Lo keep provlslon of [ulces as well
reference of 8everage (Agegroup wlse)

lrom Lhe above barcharL lL can be observed LhaL nexL Lo Coffee olce ls
agaln Lhe nexL besL cholce among Lhe agegroup of (1923) whlch ls Lhe
age brackeL found mosLly ln coffee shops
9reference of offee Shops among peop|e
Cafe Coffee uay (CCu) ls Lhe mosL preferred desLlnaLlon of Lhe
coffee shop goers followed by a dlsLanL 8arlsLa Lavazza
ncome w|se spend|ng of money at the coffee
shops
1he coffee shops are mosL frequenLed by Lhe people who are noL earnlng
members and perhaps vlslL Lhese places wlLh Lhe pockeL money Lhey geL
from Lhelr parenLs 1hus we can lnfer LhaL coffee shops are mosLly
popular among sLudenLs who spend roughly beLween 8s (30100)
followed by a chunk who are ready Lo spend 8s (100130) 1he nexL
lncome group whlch prefers vlslLlng coffee shops Lhe mosL ls 8s (3000
13000) mosL of whom llke Lo spend beLween 8s (30100)
@|me Spent |n a offee Shop
lrom Lhe above bar charL lL ls clear LhaL mosL of Lhe people who
vlslL CCu spend 43 mlnuLes Lo an hour Powever ln Lhe nearesL
rlval 8arlsLa Lavazza no of people ln each caLegory are almosL
same
keasons for go|ng to a offee Shop (shop w|se)
-o of peop|e 9ercentage
Cnly Lo have coffee 11 6
1o en[oy quallLy Llme wlLh
frlends
138 863
!usL Lo spend Llme alone ln
prlvaLe ( readlng books
llsLenlng muslc )
6 33
lor group acLlvlLles ( group
sLudles presenLaLlons
meeLlngs )
6 33
Any oLher work 2 11
Jh|ch coffee shop do you prefer to v|s|t the
most?(p|ck one) * why do you go to a coffee shop?
Cn|y to
have coffee
@o en[oy
the qua||ty
t|me w|th
fr|ends
Iust to
spend t|me
a|one |n
pr|vate
(read|ng
books
||sten|ng
mus|c)
or group
act|v|t|es
(group
stud|es
presentat|o
ns
meet|ngs)
Any other
work
Cafe coffee
uay
4 92 3 3 0
8arlsLa
Lavazza
2 37 1 1 1
CosLa coffee
3 9 1 0 1
nescafe
ouLleLs
1 16 1 2 0
Lxtra 9rov|s|ons]mprovements |n offee Shops
A conslderable amounL of Lhe male populaLlon prefers gamlng consoles
Lo be presenL ln a coffee shop whereas Lhe females prefer Lhe
avallablllLy of [ulces ln a coffee shop (1923) belng Lhe agegroup
suggesLlng so ln boLh Lhe cases
Sex Age
group
Ava||ab|||ty of
[u|ces
Gam|ng
conso|e
Jho|esome
food
,ale 1218 0 0 1
1923 21 31 14
2633 8 3 3
above
33
0 1 0
lemale 1218 0 1 0
1923 26 13 22
2333 3 0 0
9reference of Sound system (age w|se)
eople beLween age group of (1923) flnd presence of good quallLy sound
sysLem exLremely lmporLanL followed by Lhe age group of (2633) Pence a
good quallLy sound sysLem ls qulLe essenLlal Lo aLLracL young crowd ln a coffee
shop
Good qua||ty sound system across coffee shops
1he sound sysLem aL Cafe Coffee uay ls Lhe besL among all whlch Lhe mosL
aLLracLlng feaLure Lo draw Lhe vlslLors
llnulnCS Anu CCnCLuSlCn
we can conclude LhaL Cafe Coffee uay ls Lhe leader among coffee
shops provldlng besL quallLy coffee and oLher feaLures llke good
amblence servlce varleLy of lLems aL a moderaLe prlce
8arlsLa Lavazza comes 2
nd
wlLh maklng an lmpacL by offerlng
quallLy beverage food
CosLa Coffee ls an upcomlng coffee shop followlng 8arlsLa close aL
Lhe heels
nescafe ouLleLs are Lhe mosL economlcal among all coffee shops as
per Lhe value for money belng offered as expressed by Lhe survey
resulLs of Lhe respondenLs covered Powever Lhey need Lo lmprove
upon Lhe oLher feaLures llke servlce amblence eLc
Coffee shops should ldeally LargeL Lhe young populaLlon as has
been observed from Lhe resulLs especlally Lhose whose lncome ls
on Lhe hlgher slde
CCn1u
Coffee shops should be ldeally locaLed ln and around a shopplng
mall where Lhe fooLfall ls relaLlvely hlgh especlally durlng
weekends where people spend Lhe mosL of Lhelr spare Llme
Powever offlce premlses ls anoLher area where coffee shops can
be seLup caLerlng Lhe age group of (2333) who are mosLly offlce
goers spendlng Lhelr breaks aL such ouLleLs
Slnce mosL of Lhe people go Lo coffee shops for spendlng quallLy
Llme wlLh Lhelr frlends Lhe amblence should be glven lmporLance
aparL from Lhe regular offerlngs
AparL from coffee Lhere's a demand for smooLhles oLher drlnks
desserLs confecLlonarles ln coffee shops Pence a varleLy ln
Lhese lLems ls deslred Lo push up Lhe sales
Ll,l1A1lCnS
lnlLlally Lhe survey was declded Lo be conducLed ln Lhe premlses
of varlous coffee shops Lo geL beLLer and accuraLe lnformaLlon
however lL was meL wlLh reslsLance from Lhe auLhorlLles of Lhe
shops as lL was noL per Lhelr norms
Also noL all of Lhe respondenLs were wllllng Lo Lake Lhe survey ln
Lhe 1
sL
lnsLance and some were heslLanL lnlLlally
1he reglon of survey ls llmlLed Lo nolda Sec18 ln and around 1he
CreaL lndla lace ,all and a small porLlon of new uelhl
When Lhe survey was belng conducLed some of Lhe respondenLs
were ln a group or slLLlng LogeLher and Lhelr lndlvldual responses
aL Llmes may have lnfluenced Lhe oLher
,osL of Lhe respondenLs especlally females were relucLanL Lo
share personal lnformaLlon llke conLacL deLalls