Minor Project Report on

“ A Study on Customer Satisfaction with reference to the Café Coffee Day (CCD) ”

Submitted in requirement of fulfillment of BBA Degree of GGSIPU,

New Delhi

Submitted By

Name: Parikshit Narayan Garg

Enrolment No.: 00115601721

Semester: II

Batch: 2021-2024

Dr. Akhilesh Das Gupta Institute of Technology &

Management
(Affiliated to GGSIPU)

FC-26, Shastri Park, New Delhi-110053

 DECLARATION

I take this opportunity to express my profound gratitude and

deep regards to my guide Mr. Ishwar Singh for her exemplary
guidance, monitoring and constant encouragement throughout
the course of this project. The blessing, help and guidance given
by her time to time shall carry me a long way in the journey of life
on which I am about to embark.
 CERTIFICATE

This is to certify that the project “ A Study on Customer

Satisfaction with reference to the Café Coffee Day (CCD) ” is an
academic work done by Mr. Parikshit Narayan Garg submitted
in the partial fulfillment of the requirement for the award of
degree of Bachelor of Business Administration at Dr. Akhilesh
Das Gupta Institute of Technology And Management under my
guidance and direction.

(SIGNATURE OF FACULTY)
 ACKNOWLEDGEMENT

I would like to express my thanks to Prof. Dr. Tushar Mahajan

(dean management) for giving me a great opportunity to excel in
my learning through this project.

I have achieved a good amount of knowledge through the

research and the help that I got from my project guide Mr.
Ishwar Singh.

I would also like to thank my friends and family for their constant
encouragement and support throughout the project.

NAME – PARIKSHIT NARAYAN GARG

 EXECUTIVE SUMMARY
The organized retail coffee sector in India is changing rapidly. Given, the
onset of tough competition from existing coffee stores such as Barista,
Costa coffee, etc. as well as entrance of large international players like
Starbucks into the already highly competitive industry is posing a
significant difficulty for Café Coffee Day, the current market leader to
sustain its market leadership and growth. Therefore, modifying its
marketing mix strategy to adapt components such as product offering,
price, service, etc. and its marketing communication and differentiating
itself from its competitors on parameters such as coffee experience,
ambiance, and variety in menu is imperative for CCD.
The objective of this study was to capture the changing tastes and
preferences of the coffee consumers and different marketing
communication by CCD, their expectations from a coffee store and the
customer perception of CCD vis-à-vis its competitors on such expectations’
parameters. Accordingly, a survey questionnaire was floated to capture the
information from a target group of customers based in Delhi. The target
group was mainly students and professionals who are the main customers
of these coffee chains. The results of the survey were analyzed using
descriptive statistics. Frequency distributions were carried out to draw
inferences from the data obtained.
The inferences drawn give us an idea about the customer perception of
CCD in terms of different communication strategy, product offering,
service and ambiance of CCD outlets. These give an idea how CCD can
look into the gaps that exist in terms of customer satisfaction in the
aforementioned areas and give them scope for improvement in areas which
are not satisfactory. It also gives an idea where CCD stands with respect to
its competitors.
 CHAPTER – 1 INTRODUCTION

1.1 About Café Coffee Day

Café Coffee Day is a division of India's largest coffee conglomerate, Amalgamated

Bean Coffee Trading Company Ltd. (ABCTCL), popularly known as Coffee Day.
ABCTCL overall revenues were worth Rs. 850 crores with Rs. 630 crores coming
from its CCD coffee shop business. The first CCD outlet was set up on July 11, 1996,
at Brigade Road, Bangalore, Karnataka. As of March 2014, there were 1834 outlets
across 28 states of India. Café Coffee Day (CCD) pioneered the café concept in India
in 1996 by opening its first café at Brigade Road in Bangalore. Till about the late
1990’s coffee drinking in India was restricted to the intellectual, the South Indian
traditionalist and the five star coffee shop visitor. As the pure (as opposed to instant
coffee) coffee café culture grew, the need for a relaxed and fun “hangout” for the
emerging urban youth in the country was clearly seen. Recognizing the potential that
lay ahead on the horizon, Café Coffee Day embarked on a dynamic journey to become
a large organized retail café chain with a distinct brand identity of its own.
Mission Statement :

Logo :
For a brand to stand out and be successful there has to be a personal
Commitment from staff at all levels. The target customer must
Identify with it. It should be vibrant and have a “life” of its own.
Liveliness, growth, fun and passion depicts our brand, our customers,
our staff and our future – this is embodied in our design and colour.
Our logo colours embody:
Red square = Leadership, passion
White Swirl = Purity of purpose, invigorating properties of coffee
Green Stroke = 125 years of coffee growing heritage of this vertically integrated
growth.

ABSTRACT
The study of Customer satisfaction, a term frequently used in marketing, is a
measure of how products and services supplied by a company meet or surpass
customer expectation. The topic of the study is to know the customer level of
satisfaction towards café coffee day product and service. The main aim of the
study is about consumer’s perception towards café coffee day product and
service and their evaluation of the process by which the service was performed.
Improving product and service at café coffee day are among the most critical
way. The marketing profession has a vital responsibility for understanding the
service improvement and applying them to marketing processes. There are
many components which influence consumer behaviour namely: cultural, social,
personal and psychological. These characteristics cannot be controlled by the
companies; therefore, a need to assess these elements in order to create an
effective marketing plan. According to the findings of this research, it is found
that all of the customers expected to get the high service quality and it could not
be able to overlook the relate factors such as the customer satisfaction and the
customer expectancy. All of the mention factors should be well organized and
tried to keep on the development. Furthermore, executive and marketing people
can enhance more effectiveness of consumers need, increase customers and
make more market share in this segmentation by concentrate to the relate
factors. The objective of this strategy is getting through the more consumers’
need. The methodology has been followed on the bases of qualitative research.
The secondary research is done to refine the objectives and for the further
enquiries. The sample size was determined by conducting a pilot study of 30
samples and based on the pilot study of the sample size was determined as 150
the research design followed for the study is descriptive research for the
information was collected through on questionnaire distribution to the
customers of café coffee day outlets. A statistical tool used was ANOVA, Chi-
square, Interval estimation, weighted average method and correlation are used
for data analysis. Suggested that the need to focus on where a customer feels
dis-satisfaction towards usage of the product and service at café coffee day.

Keywords: Attitude, loyalty, Customer satisfaction, Service quality

LITERATURE REVIEW
Varun T.C 2008 in his study “Factor affecting the satisfaction level of coffee
product and service in India” mentioned coffee is drunk in most countries, but
typically one predominates; coffee is the preferred drink in Europe and
America. Until the early eighteenth century, coffee production and consumption
was confined to be Islamic world. Religious influence played some part in the
early development of coffee but have little relevance at the present. In the past,
coffee was regarded as an “old fashioned” beverage for older people, with just
two flavours regular and decaf. Coffee, of late has become relevant and
contemporary.
Kanika orea & aviral roy November 28, 2013 Competitors: Café Coffee Day
faces direct competition from Barista, Café Mocha, Costa Coffee, Beyond
Coffee, Gloria Jean’s, Minerva Coffee Shop and indirect competition from
McDonalds and Haldirams. They should also open counters for buying products
such as mugs, coffee beans, personalized gift items and instant photographs of
the customers.
Ramakrishnan Feb 22, 2014 in his article of café coffee products and service,
it as a great vehicle for communication and feedback and, most importantly, for
co-creating new initiatives like new food items, customer use to come here to
catch up with friend, meeting and other activities.
Prashanth April 23, 2016 study towards coffee day product supply. Cafe
Coffee day is the best hangout place with friends. Coffee day has a best quality
and taste whatever it supplies. Coffee day provides snacks, drinks, chocolates
and much more. Always it is good to spend my time in coffee day, every coffee
day.

Taylor and Baker 2017 in the article of ‘marketing strategy in café coffee day’
assessed the relationship between service quality and customer satisfaction in
the formation of consumer’s purchase intentions across four unique service
industries. The results of the research, coupled with the weight of the evidence
in the emerging services literature, suggested that consumer satisfaction was
best described as moderating the service quality/purchase intention relationship.
From the findings they strongly advocated the position that customer
satisfaction and service quality were separate and distinct.

RESEARCH METHODOLOGY
My research methodology requires gathering relevant data from the
specified documents and compiling databases in order to analyse the
material and arrive at a more complete understanding. I hope to shed light
on the questions through my research.

1. Data collection:

Primary Data
1. Written Questionnaire- I used a structured questionnaire with close-
ended questions and got a section of respondents to answer these questions.
2. E-mail Questionnaire- I sent questionnaires by e-mail also. These were
answered by respondents at leisure and without inhibitions. It also gave us
a wider spectrum of consumers to consider.
Secondary Data
1. Website of the company.
2. Online consumer forums like www.mouthshut.com
3. Communities of coffee lovers and youth.
4. Newspapers and magazines.
Data collection tools:

 survey.
 Internet.
 Newspapers.

2.Types of research:

• Explanatory research.

 Descriptive research.

3.Sampling:

 Target population- DELHI city.

 Sampling unit- Individual respondent.
 Sample size- 100 respondents only.
 Sampling method- Random sampling method.

CHAPTER -4 ANALYSIS & INTERPRETATION

4.1 Analysis of Customer Perceptions, Tastes & Preferences
Procedure

I did the survey and run the data on SPSS. Here, I used frequency distribution
method for different variables like occupation, gender, age etc. I also used cross
tab analysis to understand the relative importance between two variables.

1. Occupation :

No. of Respondents Percentage

Student 60 60%

Working 30 30%

Business 10 10%

Total 100 100%

STUDENT WORKING BUSINESS

Interpretation :
 60% of the respondents were students.
 30% of the respondents were working.
 10% of the respondents were business.
 Student visit Café Coffee day more than other.
2. Gender
No. of Respondents Percentage
Male 60 60%
Female 40 40%
Total 100 100%

Female Male

Interpretation
 60% of the respondents were male.
 40% of the respondents were female.

Age of the respondents

 15-20 20 20%
20-25 60 60%
25-30 10 10%
30-35 10 10%
Total 100 100%

Sales

15-20 20-25 25-30 30-35

Interpretation
 20% of the respondents were between the age group 15-20.
 60% of the respondents were between the age group 20-25.
 10% of the respondents were between the age group 25-30.
 10% of the respondents were between the age group 30-35.
 Age group” between” 20-25 visit Café Coffee day more other age group.

4. How often you visit Café Coffee Day?

No. of Percentage
 Respondents
Every Day 10 10%
Once in Week 40 40%
Once in Fortnight 20 20%
Once in Month 30 30%
Total 100 100%

Sales

EVERY DAY ONCE IN WEEK ONCE IN FORTNIGHT ONCE IN MOTH

Interpretation :
 10% of the respondents visit Café Coffee Day every Day
 40% of the respondents visit Café Coffee Day once in a Week
 20% of respondent visit Café Coffee Day once in fortnight
 30% of respondent visit Café Coffee Day once in Month.
 Only 10% of the respondent Visit Café Coffee Day every day. So by
using Promotional Activities and CRM techniques Café Coffee Day can
make them to visit frequently