Research Report on Coffee Shops in Mumbai
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Research Report on Coffee Shops in Mumbai

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Research Report on Coffee Shops in Mumbai Research Report on Coffee Shops in Mumbai Presentation Transcript

  • Research Project on Launch of Café shop Presented by: •Vaibhav S
  • Flow of the Presentation • Introduction • Growth of Industry in India • Major Players in India • Objective • Methodology • Sample design and sample size • Limitation • Research finding and analysis • Recommendation
  • Annexure• Annexure 1- TOMA – Annexure 1.1-Consumption and ordering pattern – Annexure 1.2-Fequently visit of consumer in Coffee Shop• Annexure 2- Opportunity Matrix• Annexure 3- Demographics related analysis – Annexure 3.1-TOMA with Gender – Annexure 3.2-TOMA with Age Group – Annexure 3.3-TOMA with Occupation – Annexure 3.4-TOMA with Income• Annexure 4- Spending behavior – Annexure 4.1-General Category – Annexure 4.2-Occupation Category• Annexure 5- Preferences of coffee shop• Annexure 6- Deciding factors for visit
  • Introduction• Café industry is currently one of the biggest and fastest growing sector.• Industry consist of: – Individual Café – Hotel Café – Retail Café
  • Growth of Café industry in India• Coffee- first seat in South India.• In order to spread, coffee house emerged at various place. Served in places for lawyers and the educated class to hold discussions.• Raayars mess, Chennai established in 1940, oldest coffee houses in South India which servers first class filter coffee.• Five star hotel started opening coffee shops which carted high end customers. The drink has now become more of a concept than merely a drink
  • Contd….• Over a decade number of café owners tried to westernize the taste of coffee in contrast to the filter coffee.• Large retail chain like Barista, Café coffee Day etc. opened, concept is not merely selling coffee but about developing the national brand.• Coffee Market in India: – Branded coffee 53% – Unbranded 40% – Café 7%
  • Major Players of the Café Industry in India• Café Coffee Day- CCD pioneered the café concept in India in 1996. The largest cafe retail chain in India, with 1000 cafes in 141 cities and many in its base, Bangalore• Barista- Established in India in 1999. The chain has 200 stores in India• Mocha- Opened in Mumbai in 2001. 20 units out of which 12 are franchised.• Costa Coffee- UK based café chain, entered in India in 2005. Around 36 stores in India.
  • Objective• Main Objective Feasibility analysis for the launch of new coffee shop• Sub-Objective Customer perception about the coffee. Relative market share of existing coffee shop. To understand customer consumption pattern of the coffee. Ordering pattern at coffee shop. Opportunity matrix. Customer feedback and recommendation for positioning of the new brand.
  • Methodology• The methods used for data collection were primary as well as secondary.• Primary Data collection – Quantitative analysis- Stratified Random Sampling from different age groups and different occupation.• Secondary Data collection- Websites and even articles from newspapers available on the internet.• The research design that was followed was of Exploratory and Descriptive Research.
  • Sample Design and Sample Size• Sample Size: Quantitative data collected through survey varied from – Different Income Group – Different Age Group – Different Occupation• Sample Size: 150 was drawn on the basis of those who avail the services of coffee shops.• All the respondents are from Mumbai.
  • Limitation• The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India.• Findings of the data is restricted mostly to Central and Harbor Mumbai.
  • Research Findings and Analysis 1. TOMA (Annexure 1) Coffee Shop PercentCCD 55.7barista 30.9Costa Coffee 10.1others 3.4Total 100.0
  • • Annexure 1.1 Consumption Pattern Consumption Percent 2-3 times 50.0 0-1 times 49.3 4-5 times .7 Ordering Pattern Total 100.0 Frequency Percent coffee 136 90.7 cold drink/ milk shakes/ iced 7 4.7 tea snacks 4 2.7 tea 1 .7 others 1 .7 Total 149 99.3Missi System 1 .7ngTotal 150 100.0
  • • Annexure 1.2 Visit Frequency Percent once in a month 40 26.7 fortnightly 39 26.0 2-3 times in a week 38 25.3 once in a week 29 19.3 never 4 2.7 Total 150 100.0
  • 2. OPPORTUNITY MATRIX (Annexure 2)
  • Opportunity Matrix Parameter Importance Satisfaction I-S Opportunity Lost matrix I+(I-S))Offers 3.2 3.4467 0 3.2 3.7667Customer Service 3.3067 0.46 4.2267 3.68Price 3.0867 0.5933 4.2733Quality 4.5267 3.82 0.7067 5.2334 3.98Fragrance 3.7733 0.2067 4.1867 3.68Variety 3.6133 0.0667 3.7467 4.08Ambience 3.72 0.36 4.44 3.7Availability 3.5267 0.1733 3.8733 3.6067Overall Service 3.5933 0.0134 3.6201 3.9333Location 3.6467 0.2866 4.2199
  • 3. DEMOGRAPHICS RELATED ANALYSIS• Gender (Annexure 3.1)
  • • Annexure 3.1 Gender Male Female Total CCD Count 45 38 83 % within which brand name you recollect when we say Coffee Shop 54.2% 45.8% 100.0% barista Count 11 35 46 % within which brand name you recollect when we say Coffee Shop 23.9% 76.1% 100.0% Costa Coffee Count 15 0 15 % within which brand name you recollect when we say Coffee Shop 100.0% .0% 100.0% others Count 2 3 5 % within which brand name you recollect when we say Coffee Shop 40.0% 60.0% 100.0%
  • • TOMA with age group (Annexure 3.2)
  • • Annexure 3.2 Age less than 18 18-25 26-35 36-45 45 and above CCD Count 4 48 25 5 1 % of Total 2.7% 32.2% 16.8% 3.4% .7% barista Count 3 25 18 0 0 % of Total 2.0% 16.8% 12.1% .0% .0% Costa Coffee Count 0 15 0 0 0 % of Total .0% 10.1% .0% .0% .0% others Count 0 0 3 1 1 % of Total .0% .0% 2.0% .7% .7%
  • • TOMA with Occupation (Annexure 3.3)
  • • Annexure 3.2 Profession Professional Unemploye Student Housewife s Business Service d CCD Count 6 2 15 12 47 1 % of Total 4.0% 1.3% 10.1% 8.1% 31.5% .7% barista Count 6 3 6 8 23 0 % of Total 4.0% 2.0% 4.0% 5.4% 15.4% .0% Costa Coffee Count 0 0 0 5 10 0 % of Total .0% .0% .0% 3.4% 6.7% .0% others Count 0 1 2 0 2 0 % of Total .0% .7% 1.3% .0% 1.3% .0%
  • • TOMA with Income Group (Annexure 3.4)
  • • Annexure 3.4 Monthly income more then 10,000-25,000 25,000-45,000 45,000-60,000 60,000 CCD Count 13 28 17 25 % of Total 8.7% 18.8% 11.4% 16.8% barista Count 8 11 14 13 % of Total 5.4% 7.4% 9.4% 8.7% Costa Coffee Count 4 11 0 0 % of Total 2.7% 7.4% .0% .0% others Count 3 0 1 1 % of Total 2.0% .0% .7% .7%
  • 4. SPENDING BEHAVIOUR • General category (Annexure 4.1) Frequency PercentValid 0-100 37 24.7 100-200 56 37.3 200-300 46 30.7 300+ 11 7.3 Total 150 100.0
  • • Occupation category (Annexure 4.2) How much do you spend Percentag 0-100 100-200 200-300 300+ Total e (%)Profession Unemployed 0 1 0 0 1 0.67Count Service 22 36 16 8 82 54.67 Business 0 3 20 2 25 16.67 Professionals 15 3 5 1 24 16 Housewife 0 5 1 0 6 4 Student 0 8 4 0 12 8Total 37 56 46 11 150
  • 5. Preference of Coffee Shop (Annexure 5) Frequency PercentValid CCD 66 44.0 Barista 24 16.0 Mocha 4 2.7 Costa Coffee 9 6.0 others 2 1.3 Total 105 70.0Missing System 45 30.0Total 150 100.0
  • 6. Criteria that affects the choice (Annexure 6) Frequency PercentValid Environment 65 43.3 Price 40 26.7 Quality 35 23.3 Service 8 5.3 Total 148 98.7Missing System 2 1.3Total 150 100.0
  • Recommendation• Ambience and Quality are the key parameter that affect the choice of Coffee Shop. Where Ambience accounts for 4.44 and Quality accounts for 5.23 (Annexure 6).• Most of the consumers only order coffee while they visit coffee shops, so awareness to be made about other beverages and snacks.(Annexure 1.1)• Availability of snacks.• Right mix of advertisement.• Introduction of “Happy Hours” and privileged cards for regular customers.• Tie-ups with companies for bulk offers on vouchers. (Annexure 4.2)
  • THANK YOU!!!!