• Like
For the salient findings of the study click here
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

For the salient findings of the study click here

  • 345 views
Published

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
345
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
11
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Consumer attitudes towards coffee drinking
  • 2.
    • Attitude towards Coffee Drinking
    • Research Objectives:
    • Understand consumer perceptions and attitudes towards Coffee in the context of other beverages.
    • Understand the attitude towards coffee with respect to quality, variety, price, additives especially chicory, positive and negative associations related to consumption as well as drivers and barriers to coffee consumption.
      • Regular drinkers : Drink 1-2 times or more everyday including yesterday
      • Occasional Drinker: Drunk once in the last 6 months, but not yesterday
      • Non-Drinker: Not drunk at all in the last 12 months / cannot remember when last drunk coffee
  • 3. Spontaneously Recalled Beverages All figures in % URBAN RURAL Coffee Tea Plain Milk Carbonated beverages Spontaneous Recall: Spontaneous recall measures whether a respondent recalls a beverage spontaneously without any aiding. Both coffee and tea enjoy high spontaneous recall. These are followed by Plain Milk and Carbonated Soft drinks
  • 4. Top of Mind Recalled Beverages All figures in % URBAN RURAL Coffee Tea Plain Milk Carbonated beverages Top of Mind Category recall: Starting with recall of beverages, the first beverage recalled is referred to commonly as the Top of Mind (TOM) beverage. While 66% of the respondents recall Tea, only 22% recall coffee as the first beverage. TOM recall of coffee is higher in traditional coffee strong holds such as TN and KN. Across the country TOM recall for Coffee is higher among SEC A, B & C than SEC D (the lowest socio-economic strata)
  • 5. Regular Beverage Consumption – Urban Coffee Tea Plain Milk Maltova/ Complan/ Horlicks/ Boost/ Bournvita All figures in % Drink more than 2 times everyday including yesterday Drink 1-2 times everyday including yesterday In KN and TN, percentage of heavy drinkers (who drink coffee more than 2 times a day) is higher than in other regions Total West East North Kerala Andhra Pradesh Karnataka Tamil Nadu 25 Total 26 25 28 39 38 39 33 95 Total 92 98 97 87 58 75 84 33 Total 41 71 39 16 24 37 34 14 Total 9 17 20 20 12 14 14
  • 6. Regular Beverage Consumption – Rural Coffee Tea Plain Milk Maltova/ Complan/ Horlicks/ Boost/ Bournvita All figures in % Drink more than 2 times everyday including yesterday Drink 1-2 times everyday including yesterday A similar pattern as earlier is observed in the rural markets as well Total Kerala Andhra Pradesh Karnataka Tamil Nadu 91 Total 91 58 79 84 40 Total 24 40 36 33 9 Total 13 33 38 34 1 Total 22 10 12 14
  • 7. Top beverages consumed by Coffee Drinkers
  • 8. Choice of Beverages – By coffee drinker Type
  • 9.
      • In TN, coffee has moderate associations on family beverage but strongly associated with special occasions and hence has high status associations.
      • In KN, coffee has very strong associations with ‘Family beverage’. Interestingly, it also has special/high status perceptions.
      • In AP, perception of Tea is very close to Coffee on key dimensions. Tea comes across as mainly an evening cup.
      • In Kerala, Tea has higher positive associations on key dimensions of family, health and status.
      • In the North, East and West, coffee is largely a Social or outside home drink. Coffee is associated with high status, modernity, ideal for cold weather suggesting it is a special and occasional drink.
    Beverage Perceptions Best Beverage = Largely Family beverage + (Healthy + Modern [keeping up with times])
  • 10. Barriers for coffee consumption All figures in % O: Occasional Coffee Drinker N: Non-Drinkers Health is a big barrier to more frequent consumption among those who drink only 1 cup of coffee a day. Among occasional coffee drinkers and non-drinkers, habit, non-consumption by other family members and price are key barriers. Taste is an additional barrier among non-drinkers in North, East and West and TN. West East North 5 0 32 15 19 14 7 10 9 26 42 17 O I do not like the taste 19 16 43 27 50 40 53 21 22 26 51 36 N 46 69 33 46 67 61 25 56 57 34 30 46 O It is not drunk regularly in my house 36 33 11 35 39 44 49 55 17 11 23 34 N 24 23 41 21 30 40 65 21 9 21 13 29 O It is too expensive for regular drinking 8 21 41 9 28 25 55 5 12 7 5 22 N 11 5 20 11 25 23 36 19 24 31 34 25 O I am not used to drinking it 25 51 43 39 43 27 36 25 47 67 50 41 N 1 7 13 2 15 9 8 20 5 0 1 8 N 15 62 17 10 24 26 28 19 44 16 5 24 N O O 0 1 12 7 4 5 3 14 2 4 2 5 It is not easily available REASONS FOR LOW CONSUMPTION, Among Occasional and non drinkers 16 30 5 3 7 18 27 16 19 11 12 15 No one else drinks in my house REASONS FOR LOW CONSUMPTION, Among those who drink coffee only 1 or 2 times a day 30 9 50 23 AP 21 5 60 10 KN 8 7 89 5 TN South Urban 14 17 71 27 15 12 56 38 Non-South Urban 49 18 33 23 Ker 47 0 41 12 KN 9 8 85 6 TN South Rural 35 19 46 28 42 9 9 21 Ker 22 10 36 34 AP Reasons 24 12 56 22 Total I drink with other family members, they do not drink more times It is too much effort to make more cups It is not healthy to drink more It is too expensive to drink more cups
  • 11. Drivers for coffee drinking habit formation All figures in % Coffee as any other drink is ‘habit’ forming; Family drinking is a key for early adoption; Most Regular and Occasional drinkers started drinking coffee at <10 years at home, were introduced by a Family member. The exception is the North, where most started outside home and were introduced to coffee by a friend. Can coffee be promoted creatively to a younger audience so that early drinking habits are formed? West East North 1 0 0 1 6 12 1 13 0 1 0 3 No one, I saw others drink it and started 19 14 45 3 4 14 7 11 5 14 8 11 Cant remember 2 24 1 7 30 15 56 7 13 10 3 17 Outside 78 63 54 90 67 71 37 82 82 77 89 72 Home Location of first drink 19 4 34 1 4 13 6 10 5 12 4 9 Cant remember 0 0 0 1 3 2 1 1 1 1 0 1 Colleague 2 24 4 3 16 9 50 4 11 7 1 13 Friend 78 71 62 94 71 63 41 71 84 78 95 74 Family member Introduced to coffee drinking by 2 16 6 4 13 24 4 2 6 13 1 8 25 + 1 29 1 4 15 23 7 2 19 6 1 10 18 – 24 32 39 4 AP 12 22 45 KN 4 9 85 TN South Urban 25 17 11 11 31 47 Non-South Urban 16 33 47 Ker 3 21 68 KN 10 10 72 TN South Rural 23 36 12 1 25 71 Ker 35 18 2 AP Consumption History 16 25 41 Total 16 – 18 years 10 -15 years Less than 10 years Age (when began drinking)
  • 12. Outside home consumption of Coffee LOCATION FREQUENCY OF CONSUMPTION All figures in % Among those who drink coffee outside Regular Occasional % Drink 1-2 times everyday including yesterday + Opportunity areas Low penetration but high consumption of coffee in Offices and colleges – opportunity area to promote category % Drink 1-2 times a week While traveling Airport / Train station At a special event / function While out for entertainment While as a guest in someone's house College Office Coffee shop 6 1 5 1 5 1 14 4 17 3 56 17 73 31 50 14 Regular Drinker=
  • 13. Awareness & Usage of Chicory % who have heard of chicory % who drink coffee with chicory All figures in % Awareness of chicory is limited to the South. In AP, consumption of coffee with high % of chicory, but awareness of chicory is low. Education may be needed on pure Vs chicory mix thereby providing opportunity to promote use of pure coffee/ less chicory mix coffee in this market West East North 39 90 19 72 19 22 0 20 43 35 76 53 Chicory is bad for health 30 46 59 52 AP 39 54 67 42 KN 52 71 85 79 TN South Urban 44 44 67 56 43 86 71 86 Non-South Urban 44 56 63 51 Ker 30 36 63 46 KN 36 61 41 67 TN South Rural 29 52 35 65 13 32 23 39 Ker 22 72 73 73 AP Statements (Top 2 Box) 38 58 65 60 Total Chicory spoils the taste of pure coffee Coffee with chicory in it is more affordable Chicory makes coffee taste more bitter If chicory is added to coffee, you can get more cups of coffee than you would from pure coffee