2. Objectives and Methodology
Intent
• Understand Coffee Consumption trends in the
market.
• Consumers’ Coffee Consumption pattern.
Examine
• Consumers’ brand and coffee type preference.
• Importance of Coffee in consumers’ life.
Conduct
• Stratified Random Sampling method
• Online(30) and offline(30) means of survey, total
sample size of 60.
“Online means” include Google forms only:
https://www.google.co.in/forms/about/
3. Market Research Analysis
• Demographics:
Segment – 1
Young aged people (till the
age of 25) = 42%
Segment – 2
Mature people (26 and
above) = 58%
Female = 57%
Male = 43%
5. The great majority of 66.7% people lies in the late afternoon time period.
Minority (only 26.7%) of people prefer to take coffee at night time.
Winter season is the most preferred season by people to consume coffee.
6. • Coffee Preferences:
“It’s clear here that
there is no one who
dislikes hot coffee!!”
“Seems like people really
love cold coffee!!”
9. • Coffee Importance:
For majority of people Coffee
is somewhat important but
isn’t a great necessity to
them. A few of these people
consider coffee as extremely
important.
10. Observations and Findings
Frequency, place and timings of consuming coffee
- Great Majority consumes coffee once
everyday.
- Most preferred time is late afternoon &
morning time to some extent.
- Seg. 1 (Youngs) prefer to take coffee at
coffee shops and work places.
- Seg. 2 (Matures) prefer work places
and home to take coffee.
- Night shift people consume coffee at
night.
- People tend to spend on coffee very
casually .
Expensive coffee and style
preferred
Preference as per
standard and lifestyle.
11. Coffee preference as per season and type of coffee
Winter season is as the most preferred season.
*(Fact supported by extreme climate of Delhi)
Both, hot and cold coffee are preferred by
people but in differing value as per the season.
Cold coffee is slightly more preferred over hot
coffee as summers last longer than winters.
Strong to neutral strength
is most preferred
Nescafe is
people’s
favorite brand
People tend to
spend good
amount of
money on coffee
As per the taste, price, brand and type of coffee