Survey Analysis on Costa Coffee, Select citywalk, Saket, New Delhi.

1. Consumer Behavior
Survey Analysis on
Costa Coffee
Presented by-
Maahin Jawaid
Khushnuma Khanam
Namira Anwar
Neha Khan
Prerna Gupta
Manish Bindal
Mohammad Anas
Mohammad Danish
Mohammad Farzan

2. Introduction to Consumer Behavior
The study of consumer as they exchange something of value for a
product or service that satisfies their need – Wells and Prensky
IMPORTANCE
■ Achievement of goals.
■ Useful for dealers and salesman.
■ Assist in facing competition.
■ Development of new products.

3. Costa COFFEE: The Nation’s Favourite
Coffee Shop
 Costa Coffee is a British multinational
coffeehouse company headquartered in
Dunstable, Bedfordshire.
 It was founded in London, England in the
year 1971 by the Costa family as a wholesale
operation supplying roasted and specialist
Italian coffee shops.
 Costa Coffee is the second largest
coffeehouse chain in the World.

4.  It has more than 3400 stores Worldwide in over 31
countries.
 Costa Coffee is a subsidiary of Whitbread company which
owns multinational hotels and coffee shops.
 Costa Coffee entered the Indian market under an exclusive
franchise agreement with Devyani International in
2005 and had about 100 outlets by 2013.
 The most important strength that Costa has is its sources of
beans are certified by the Rainforest Alliance so the
practices used are sustainable.

5. Costa Coffee, Select Citywalk
Select Citywalk, Saket is one of the renowned areas of
South Delhi where one can experience variety of people
spending time in the various brand outlets present in
that area. Our survey was conducted in Costa Coffee
about their product, value of money, ambience and so
on.

6. S-T-P-D
SEGMENTING
Costa Coffee has its main
consumer base in the age group of
16-30, 30-65 years.
POSITIONING
Coffee Bar
Fun Place
Home and Workplace
Medium Price Brand
TARGETING
Middle class and upper middle
class youth.
People who value a great cup
of coffee.
DIFFERENTIATION
Costa Coffee has more than
3000 outlets.
To place a café in every
possible location where some
business can be generated.

7. 7 P’s of Marketing

9. PLEASE TELL US SOMETHING ABOUT YOURSELF
MARKET SURVEY
NAME : - _______________ AGE :- _________
Q.1 What coffee shop do you usually go?
A. Barista B. Cafe Coffee Day C. Others
Q.2 How often do u visit a Coffee Shop?
A. Almost Daily B. 2-3 Times A Week C. 2-3 Times A Month D. Not Often
Q.3 How much money do you usually spend at a Coffee Shop? (IN RUPEES)
A. 0-25 B. 25-75 C. 75-125 D. Over 125
Q.4 How much time do you usually spend at a Coffee Shop?
A. Less Than ½ Hrs. B. 1/2-1 Hrs. C. 1-2 Hrs. D. Above 2 Hrs.
Q.5 How many people usually go with?
A. Alone B. With 1 Person C. With 2/3 Person D. More Than 4 Person
Q.6 What is the single most important factor for you to choose a Coffee Shop?
A. Taste Of Coffee B. People/Service C. Value Of Money D. Ambience/Experience
Q.7 Please rate the following, according to your personal choice, Costa Coffee ?

10. 2. Price ( 1=Cheap AND 5=Expensive )
Coffee 1 2 3 4 5
Others Drinks 1 2 3 4 5
Eatables 1 2 3 4 5
Desserts 1 2 3 4 5
3. Delivery of Process ( 1=Cheap AND 5=Expensive )
Order Time* 1 2 3 4 5
Delivery Time* 1 2 3 4 5
Order Process** 1 2 3 4 5
Delivery Process** 1 2 3 4 5
4. Staff ( 1=Cheap AND 5=Expensive )
Behaviors 1 2 3 4 5
Manners 1 2 3 4 5
5. Ambience ( 1=Cheap AND 5=Expensive )
Furniture and Decorative 1 2 3 4 5
Colors and Lighting 1 2 3 4 5
Comfort and Feel 1 2 3 4 5
Others Entertainment 1 2 3 4 5
1. Taste and Quality of Product ( 1=Cheap AND 5=Expensive )
Coffee 1 2 3 4 5
Others Drinks 1 2 3 4 5
Eatables 1 2 3 4 5
Desserts 1 2 3 4 5

11. 7. Overall Services ( 1=Cheap AND 5=Expensive )
Products 1 2 3 4 5
People 1 2 3 4 5
Ambience 1 2 3 4 5
Overall Rating 1 2 3 4 5
9. What Don’t You Like About The Others Coffee Shop?
8. Which Coffee Shop Do You Prefer? Why?
6. Value of Money ( 1=Cheap AND 5=Expensive )
Coffee 1 2 3 4 5
Others Drinks 1 2 3 4 5
Eatables 1 2 3 4 5
Desserts 1 2 3 4 5
SEX : - _____________
OCCUPATION : - _____________

12. Data

13. GRAPHICAL representation
0
10
20
30
40
50
Almost
Daily (6)
2-3 times a
week (46)
2-3 times a
month (36)
Not Often
(10)
PERCENTAGE
VISIT
0
10
20
30
40
50
60
70
0-25 (3) 25-75(10) 75-125(26) Over 125
PERCENTAGE
Money Spent

14. GRAPHICAL representation
0
10
20
30
40
50
60PERCENTAGE
Important Factor
0
10
20
30
40
50
60
Less than
1/2 Hrs (10)
1/2-1
Hrs(33)
1-2 hrs(53) Above
2hrs.(6.6)
PERCENTAGE
Time Spent

15. CONCLUSION
■ Our survey made us reach the conclusion that Costa
Coffee is a premium brand which does not rely much
on advertisement on TV, print media etc.
■ The major thing regarding service marketing is that
customers give top priority to the quality of products
and services.
■ It is providing tough competition to its competitors
by satisfying its customers with great café experience.

16. THANK YOU