This consumer behavior project was aimed to understand the reason behind consumer preferences towards Starbucks over cafe coffee day.

1. UNEARTHING
COFFEE
MGB Group 4
Noopur Gahalan
Rajdatta Madiwale
Digvi Shah
Ganesh Prasad Nagarajan
Pranav Rathi

2. COMPANIES SELECTED
Starbucks
VS
Café Coffee
Day

3. TARGET SEGMENT
Country: India (1.2 Billion)
Age: 18 years to 25 years (18%)
Income Demographic: Urban Population (28%)
Middle class and Upper class: (30%)
Total Market Size Calculation: 1.51% of 1.2 Billion
18.12 Million Young Urban Upper Class People in India

4. VARIABLES
Dependent Variable:
Intention to Purchase
Coffee
PriceAvailability TasteAmbience Hospitality
Independent Variables

5. QUESTIONNAIRE TO TEST
IDEAL DATA POINTS
Imagine you have the power to change the PRICE of your coffee shop experience: how important do you
think is that power?
1 – 2 – 3 – 4 – 5 - (not a cool super power to the best super power ever!)
Would you say - "taste of the coffee is the only reason why I visit a coffee shop"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
How important is ambiance for your coffee experience?
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How close should your perfect coffee shop be to you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if
hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree

6. QUESTIONNAIRE FOR
STARBUCKS
How does the price at Starbucks compare to the ideal price that you will be happy to pay?
1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)
Would you say - "Starbucks's coffee tastes the best"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
Please rate the ambiance of Starbucks:
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How important is it for a Starbucks to be near you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if
hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree

7. QUESTIONNAIRE FOR CAFÉ
COFFEE DAY
How does the price at CCD compare to the ideal price that you will be happy to pay?
1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)
Would you say - “CCD's coffee tastes the best"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
Please rate the ambieance of CCD:
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How important is it for a CCD to be near you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if
hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree

8. SNAKE CHART

9. INFERENCE FROM THE
SNAKE CHART
Café Coffee Day has inferior Taste and Ambience as compared
to the ideal standards tested in the questionnaire. Its
competitor Starbucks tested better than ideal standards for
ambience and is very close to ideal standard for taste.
It is also viewed as a less popular, cheap coffee shop. Changing
consumer perception will help increase sales and generate
revenue.

10. IMPROVING PRODUCT
POSITION
BRANDING
THE
COFFEE
BEANS
CELEBRITY
SPOTTINGS
AT CCD
REINFORCE
POSITIVE
IMAGE
WITH
FEEDBACK

11. Corner
Awesome Vacation Destinations
Travel the world to exotic destinations
Vacation
destinations
• Health
benefits of
coffee
• Coffee helps
you socialize
more
• Link between
Coffee and
happiness
You won’t believe what happened
on the sets of F.R.I.E.N.D.S.
This Billionaire has the
most expensive yacht in
the world!
Click to see pictures

12. MANIFEST
MOTIVES Drinking
coffee
For a cup
of good
coffee
A sense of
freedom
and being
an adult
Social
validation
and
belonging
Feeling of
elation and
euphoria
Compensa-
tion for
being too
young to
go to bars
To hang
out with
friends
To grab a
quick
snack
To access
free Wi-Fi
LATENT
MOTIVES
MOTIVES

17. THANK YOU
THANK
YOU