Project Proposal

for
Marketing Research

BACKGROUND

In Kanpur, there are 3 specialty coffee houses namely Barista, Café Coffee Day &

Nescafe. With the increasing awareness about these coffee houses more and more people

are going out to these kinds of places. What is to be identified is that why do customers

choose a certain coffee house over others. This is important in order to know the decision

making process of people who decide to go to such a place. This whole exercise will be

useful in deciding what is the primary criteria for the people to choose a coffee house.

OBJECTIVE

To determine the parameters and their relative significance which are taken into

consideration while choosing a coffee house. To also determine which is the best

specialty coffee house in Kanpur among Barista, Café Coffee Day & Nescafe.

METHODOLOGY

Qualitative

Conducting in-depth interviews with customers of coffee houses and determining the

parameters which they consider before choosing a coffee house. Also talking to managers

of these coffee houses to identify parameters they think are considered by customers.
Quantitative

This phase will include surveys using Questionnaire prepared on the basis of above

interviews. This will help in deciphering relative significance of various parameters. This

will be done using one of the various analytical tools available. Also based on this we can

find out which is the best coffee house according to the surveyed population of Kanpur.

Group No.: 2

Group Members:
1. Abha Anand
2. Anurag Gauba
3. Arpit Jain
4. Ritesh Gupta
5. Sandeepa Mahato
6. S. Sailaja
7. Shubham Nath
8. Vineet Nath