Professional Documents
Culture Documents
• SAMPLE SELECTION:
Inclusion criteria: the study of consumer opinions is concentrated
on coffee-drinkers, youngsters and young urban professionals or
‘yuppies’. These people come within the age brackets of 15 and 29.
Apart from them, respondents from the 30-40 age band are also
included.
DATA COLLECTION PROCEDURE:
• Primary Data
1. Written Questionnaire- We plan to use a structured questionnaire with
close-ended questions and get a section of respondents to answer these
questions.
2. Personal Interview- This will be used to garner subjective information
from respondents, which is not possible with close-ended questionnaires.
Also, questions with options like ‘others’ can be answered effectively with
personal interviews.
3. E-mail Questionnaire- We shall be sending questionnaires by e-mail also.
These can be answered by respondents at leisure and without inhibitions. It
will also give 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 ANALYSIS PROCEDURE:
1. Pie Charts - They show the diversity in the demographics of Café
Coffee Day’s customers. They will also show us what percentages
of customers prefer certain cafe formats, certain menu items etc.
2. Frequency Distribution graphs - They will show us similar divisions
in customer habits and trends appearing in responses.
3. Measures of Central Tendency - These will help us know the
concentration of respondents leaning towards a particular option.
4. Correlation and Regression - These can be used to find
relationships between two variables like age and spending
behaviour.
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