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A PROJECT REPORT ON

CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI

CAFE COFFEE DAY

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF AWARD THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

BY JITENDER KR. MUDGAL ENROLLMENT NO. : ODL/08/403/4521 UNDER THE GUIDANCE OF DR. DHARMENDAR SINGH Through Softdot Hi-Tech Educational & Training Institute Pitampura, New Delhi-110034 Study Centre Code: 1006 TO

DIRECTORATE OF OPEN AND DISTANCE LEARNING

JAMIA HAMDARD UNIVERSITY, NEW DELHI-62 STUDENTSS DECLARATION


I hereby declare that the project report entitled on CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI

CAFE COFFEE DAY Submitted In Partial Fulfillment Of the Requirement of Award the Degree of BACHELOR OF BUSINESS ADMINISTRATION TO Jamia Hamdard University, this is my original work and not submitted for the award of any other degree, diploma in fellowship, or any other similar title or prizes JITENDER KR. MUDGAL ENROLLMENT NO.: ODL/08/403/4521

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CERTIFICATION BY ORIGINALITY

This is to certify that the project CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI is an original work of Jitender Kr. Mudgal, Enrollment No.: ODL/08/403/4521 is being submitted in Partial Fulfillment of the Requirement of Award the Degree of Bachelor of Business Administration From Jamia Hamdard University, Through Softdot HiTech Educational & Training Institute Pitampura, New Delhi-110034, Study Centre Code: 1006 Jitender Kr. Mudgal as a student of BBA, Enrollment NO.: ODL/08/403/4521 has worked out under the guidance of Dr. Dharmendar Singh and declares that no part of this project has been submitted for the award of any degree, diploma, fellowship or any other similar title or price earlier to this university or to any other university/ institute for the fulfillment of the requirement of a course of study.

DR. DHARMENDAR SINGH (CORDINATOR)

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CERTIFICATION BY EXAMINERS

The project report is submitted for the final year of Bachelor of Business Administration in the steam of management (BBA) by as a student of Jamia Hamdard University Enrollment No. ODL/08/403/4521. Academic council of Softdot Hi-tech Educational & Training institute, has decided the title CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI as an approved and acceptable project in the standard quality to the set norms of Jamia Hamdard University and by the student Jitender Kr. Mudgal, Enrollment No.: ODL/08/403/4521 according to the norms of the university standards academically.

Certify by : Mr. G.S. Kalsi

Examiner: Dr. Dharmendar Singh

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UNIVERSITY STUDY CENTRE CERTIFICATION


This is to certify that the project report entitled CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI

CAFE COFFEE DAY

Submitted In Partial Fulfillment Of the Requirement of Award the Degree Of BACHELOR OF BUSINESS ADMINISTRATION From JAMIA HAMDARD UNIVERSITY By JITENDER KR. MUDGAL ENROLLMENT NO.: ODL/08/403/4521 Has worked out under my supervision and guidance for his project and no part of this project has been submitted for the award of any degree, diploma, fellowship or any other similar title or prizes and that the work has not been published in any journal or magazine. Certified by: Mr. G.S. Kalsi

CERTIFICATION
This is to certify that Mr. Jitender Kr. Mudgal has completed his project, Report, as a part of partial fulfillment of B.B.A Programme from Softdot Hi-Tech Educational & Training Institute, affiliated to Jamia Hamdard University, under my guidance and this is his original work.

DR. DHARMENDAR SINGH (CORDINATOR)

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ACKNOWLEDGEMENT
The present work is an effort to throw some light on CONSUMER PERCEPTION & SALES PROMOTION IN REGARD TO CAFE COFFEE DAY NEW DELHI. The work would not have been possible to come to the present shape without the able guidance, supervision and help to me by number of people. With deep sense of gratitude I acknowledged the encouragement and guidance received by my organizational guide Dr. Dharmendar Singh (CORDINATOR) and other staff. I convey my heartful affection to all those people who helped and supported me during the course, for completion of my Project Report.

JITENDER KR. MUDGAL ENROLLMENT NO. : ODL/08/403/4521

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EXECUTIVE SUMMARY

The project aims towards accomplishing the objective of a comprehensive study of customer perception about Caf Coffee Day and the sales promotion strategy of Caf Coffee Day, New Delhi. A customer understanding is the primary goal; organization exists for no other reasons than to meet customer needs and expectations. It is important to develop proactive methods for understanding the customer needs and expectations. Other wise, a long queue of competitors is lined up to grab the opportunities to move ahead. This topic has been chosen to explore consumer satisfaction towards the products and services of Caf Coffee Day and also to analyze the sales promotion strategy of Caf Coffee Day in New Delhi Market. Caf Coffee Day (CCD) pioneered the caf concept in India in 1996 by opening its first caf at Brigade Road in Bangalore. Till about the late 1990s 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 caf culture in neighboring international markets grew, the need for a relaxed and fun hangout for the emerging urban youth in the country was clearly seen. The cafe chain has had much success riding, and to some extent creating, the cafe culture wave that swept across metropolitan India following strong economic growth resulting in an increase in youth spending power. It has even tied up with WorldSpace and Microsense to enable its cafes with satellite radio and Wi-Fi, respectively. Its first Wi-Fi cafe was opened on Lavelle Road, Bangalore. Caf Coffee Day sources coffee from 10000 acres (40 km) of coffee estates, the second largest in Asia, that is owned by a sister concern and from 11,000 small growers. It is one of Indias leading coffee exporters, with clients across the USA, Middle East, Europe and Japan. For a brand to stand out and be successful there has to be a personal commitment from staff at all levels. The target customers must identify with it. It should be vibrant and have a life of its own. Caf Coffee Day got a high rating in the market survey, for the Taste & Quality of their products. If they work on this aspect, there is huge potential for them to attract customers, just based on the taste and quality of products.

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TABLE OF CONTENTS
CHAPTER
CHAPTER - 1

TOPIC INTRODUCTION

PAGE NO. 1-3


1

1.1 Overview of Industry as a whole

CHAPTER-2
2.2 Research Design 2.3 Data Sources

RESEARCH METHODOLOGY

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2.1 Research Objective

2.3.1 Primary Data 2.3.2 Secondary Data 2.4 Questionnaire Design/Formulation 2.5 Sample Design 2.6 Limitation of the Research

CHAPTER 3

COMPANY PROFILE

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3.1 Profile of the Organization 3.2 Problems of the Organization 3.3 Competition Information 3.4 Conceptual Discussion 3.5 SWOT Analysis of the organization

CHAPTER 4 CHAPTER 5 CHAPTER 6 CHAPTER 7 CHAPTER 8

DATA ANALYSIS CONCLUSIONS/FINDINGS RECOMMENDATIONS ANNEXURES


Questionnaire

47-69 70-73 74-75 76-81 82-83

BIBLIOGRAPHY/REFERENCES

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