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North end coffee
1. Executive Summary
Every time a person is face with the opportunity or responsibility to purchase/take services or goods,
five questions arise on consumer’s mind when he is taking a decision of buying/taking to get
something. The questions are why to buy? How to buy? How much to buy? When to buy? Where to
buy? Each questions play in whole part of a consumer’s behavior Intention. Coffee causes the
buyer/taker to become involved in critical analysis. Consumers often engage in limited problem
solving when buying/taking coffee because a buyer/taker may buy it not regularly and may have little
information on the product. Taking coffee requires a moderate amount of time for information
gathering, even if a person is unfamiliar to the market. Our report analyzes the consumer’s behavior
intention of Espresso coffee; find out how the product attributes influencing the consumer buying/taking
of Espresso coffee? At the end we try our level best for do the qualitative research on consumer
behavior intention of Espresso coffee? We hope that this would be a very pleasant one indeed.
2. Table of Contents
Introduction.......................................................................................................................................3
Who We Are.......................................................................................................................................3
Consulting Services.............................................................................................................................3
Corporate Custom Blends................................................................................................................4
Coffees..............................................................................................................................................4
World Region: Central/South America..............................................................................................4
Menu Sampling..................................................................................................................................8
Map & Directions................................................................................................................................8
Contact Information .........................................................................................................................10
Research Objective...........................................................................................................................11
Purpose of the Study ........................................................................................................................13
Secondary Data................................................................................................................................13
Primary Data....................................................................................................................................13
Data Collection.................................................................................................................................14
Data analysis and Findings............................................................................................................... 166
Conclusion:......................................................................................................................................20
References:......................................................................................................................................20
Appendix..........................................................................................................................................21
3. Create great coffee create great community
1 Introduction
North End Coffee Roasters is your single source for fresh-roasted coffee in Bangladesh. “North
End” alludes to both to our location in the North part of Dhaka and our roots in the famous
Italian-American “North End” of Boston. It opened its doors in February of 2011, just around the
corner from the American Embassy near Gulshan in Badda. Much love was put into the space to
give it a comfortable look and feel. We offer both premium quality single-origin coffees from
around the world and locally-grown blends. Our emphasis is quality roasting, drawing from
years of experience in the industry.
2 Who We Are
North End Coffee Roasters is:
Rick Hubbard
roaster, barista
Chris Hubbard
pastry chef
3 Consulting Services
Beyond simply supplying fresh coffee, North End can
partner with your business or institution to develop your
coffee and pastry services:
We supply all your fresh coffee needs
We provide training on brewing / espresso
equipment, barista skills, service of coffee, and
cleaning and maintenance of equipment
We provide menu development for coffee
drinks, pastry selections and desserts
We provide inspection & quality supervision
We provide retail coffee to sell at your café
4. 3.1 Corporate Custom Blends
North End Coffee Roasters can partner with your hotel,
restaurant or club to develop and produce your own
custom blend of coffee for sale at your facility.
4 Coffees
North End Coffees brings you the highest quality 100% Arabica coffees from around the world,
roasted locally for maximum freshness.
4.1 World Region: Central/South America
4.1.1.1 Colombia Supremo
This classic coffee has a sweet aroma
with pleasing acidity, and hints of nut
and chocolate. Supremo refers to the
bean size—the largest size grown in
Colombia.
4.1.1.1.1 Medium
Roast
4.1.1.1.2 Cupping
6. 4.1.1.2 Guatemala
4.1.1.2.1 A
coffee that
combines
complex
nuance
(smoke,
spice,
flowers,
occasionally
chocolate)
with gently
bright
acidity.
The highlands of Guatemala
produce several of the world’s
finest and most distinctive coffees.
Guatemala coffee bean has both
the aromatic qualities and taste
complexity to set it apart from
many coffees worldwide. It is
often considered by coffee experts
to be among the best coffees in the
world.
7. 4.1.1.3 Guatemala Maravilla
Fancy SHB
4.1.1.4 Guatemala Maravilla
Fancy SHB Subtle fruity
notes highlight this
delightful coffee, which
has a slight dark
chocolate finish.
Maravilla is the farm
that produces this SHB
(Strictly Hard Bean)
high-elevation coffee.
4.1.1.5 Light Roast
4.1.1.6 Cupping Notes: Slight
floral aroma, fruity &
rich with woody and
chocolate notes, velvety
feel
4.1.1.7 Costa Rica Tarrazu
4.1.1.8 Rich, bright cup with
smooth mouth-feel.
Tarrazu refers to the
region of the country,
the top coffee-producing
area in Costa Rica. The
high elevation of the
region yields only SHB
(Strictly Hard Bean)
coffee.
4.1.1.9 Medium Roast
4.1.1.10 Cupping Notes: Earthy,
nutty aroma; pleasing
acidity and mouth-feel
8. 4.1.1.11 Brazil
4.1.1.11.1 A
sweet, low
acidity,
balanced
bodied coffee
with a hint of
nutty taste.
Brazil Santos is noted for its mild
acidity, along with a wonderfully
balanced body and taste. Not
overwhelming, yet not lacking
substance. Even though nearly 75%
of Brazil’s coffee farms are
considered small farm plantations
(less than 10 acres each) Brazil has
one of the coffee industry’s best,
most advanced coffee processing
systems. It’s no wonder Brazil is
the world’s leading coffee producer.
Brazil Santos gourmet coffee beans
are processed using the natural dry
method. The coffee bean is dried
inside the cherry so that some of the
fruit’s sweetness is evident in the
deliciously tasteful brewed cup of
coffee.
9. 4.1.1.12 Brazil Yellow Bourbon
4.1.1.13 Known for it’s sweet,
mellow taste and low
acidity, this lower
elevation Arabica yields
a very pleasant cup.
4.1.1.14 Medium Roast
4.1.1.15 Cupping Notes: Simple
and sweet; creamy &
smooth, with a not-too-
strong flavor
They also make PANAMA LA BERLINA ESTATE, JAVA PRIANGUN, SUMATRA ACEH
GAYO, COSTA RICA & so on.
Figure: Coffee Shop
If you’re looking for a haven in congested Dhaka to enjoy some quality coffee and relax, this is
the place.
5 Menu Sampling
Espresso Drinks
Mochas Open Hour
Featured Flavors Sat-Thurs:8:30am to 9:30pm
10. Iced Lattes Friday: 8:30am to 10:30pm
Fresh Brownies & Cinnamon Rolls
While youenjoyadrink,youcan replenishyourstockof coffee beansandwatchthe roastingprocess.
We alsosell avarietyof coffee brewingequipmentanda collectionof local handicraftsfrom home.
6 Map & Directions
6.1 To get to our location from Gulshan-2 circle, go right towards the US Embassy and turn
right at the Embassy on Pragati Sharani. Our location is about 200 yards south on Pragati
Sharani on the right side of the road. It is opposite from Cambrian College and just above
the Dutch-Bangla ATM.
Our address is:
KHA-47-1 Pragati Sharani
Shahajapur, Gulshan,
phone: 01912774704
7
8 Contact Information
Our locations and open hours are as follows:
NORTH END Roasterand Cafe
1st floor KHA-47-1
11. Pragati Sharani
Shahajapur, Gulshan, Dhaka 1212
Open Hours:
Sun-Thurs, Sat – 8:30a- 9:30p
Fri – 8:30a-10p
Open 365 days a year
NORTH END @ Lakeshore Hotel
Sun-Wed, Sat – 7am-11p
Thurs- Fri – 7am – 12midnight
Open 365 days a year
NORTH END @ Unimart (Hanover Street Coffee)
Sun-Sat 8:30a- 9p
Open every day except when Unimart is closed
NORTH END @ Apollo Hospital
Sun-Sat 7a-10p
Open 365 days a year
NORTH END @ AISD
Sun – Thurs 7a-5p
Fri-Sat – 7:15a-3p
Open except when school campus is closed
Customers must have authorized access to campus
Email us: rick@northendcoffee.com
Or give us a call: 01912774704
Do you do home delivery?
Coming soon, you will be able to order your coffee online and have it delivered to your home.
For now, please visit our location to pick up your coffee.
9 ResearchObjective
Our research objective is “consumer Behavior intention of Espresso coffee” Many people still
refresh their mind with natural types of coffee for example Nescafe coffee, Kofi house coffee,
Illy Coffee” etc. These results in low mind fresh. As well as many people take milk tea, green tea
12. or normal coffees in the different tea stall. But those normal coffees do not give you proper view.
Also those coffee or tea may be harmful for the health.
An intention is the selection of an action from two or more alternative choices. Consumer
intention is to purchase the goods/services from the available alternative choice is known as
“consumer behavior intention”. The various options of the consumer may be classified into five
main types of intention. They are:
Why to buy?
How much to buy?
Where to buy?
When to buy?
How to buy?
There are several influences that affect the intention process. When looking for coffee, two major
concepts that I would like to focus on are ‘psychological influences’ and ‘taste influences’ when
purchasing coffee. Psychological influence is tend to impact a consumer perception, learning and
attitudes and is generally an internal factor in intention making. Perception varies across each
city since buyers are in different stages of the consumer behavior intention process. The
participants in the behavior intention may be classified as the initiator, influencer, decider, buyer
and users. The marketing people should initiate the participants in the behavior intention to make
the purchases of the product at different marketing strategies. Attitudes also vary depending on
the price and ease of access of a particular Espresso coffee.
There are many coffees are available in the market now-a-days like:
1. Espresso Coffee
2. Nescafe Coffee
3. Kofi house coffee
13. 4. Illy coffee
10 Purpose of the Study
a. To find out the external factors which influencing consumer behavior intention of
Espresso coffee
b. To find out the consumer awareness of local coffees
c. To find out is the Espresso coffee concept really influencing the consumer
behavior intention
d. To find out how the product attributes influencing the consumer behavior
intention of Espresso coffee.
11 Secondary Data
Espresso coffee market is not segments of the coffee market. It’s not like a local coffee. Coffee
taker has got the information about the Espresso coffee through the internet. Also through the
positive word of mouth. By the word of mouth lots of people know them. As a result day by day
customer is increasing. Some of people told about the Espresso whose work in the North end
coffee roaster. Also we collect some information from the North End Coffee Roaster.
12 Primary Data
The research consists of the application Primary data. Primary data was collected by
administering questionnaire to the respondents. The secondary data was collected through
websites. The collected data was analyzed by using the statistical tools like tables, charts, Factor
analysis
For collecting primary data we use a structure format
14. Occupation No of Respondents
Student 5
Banker 3
Engineer 0
Teacher 1
Businessman 0
Architecture 0
Foreigner 0
Other 1
Total 10
From the above mentioned table it’s clear and loud that all the respondent are well qualified and
experienced to identify and express their views about, which influences their behavior intension,
10 surveys statements have been used to find out the preference level of the respondents. The
format used for data collection for this research was the questionnaire. Questionnaires contain a
very critically selected set of questions and can be answered very promptly.
13 Data Collection
For data collection we use questionnaire and in our questionnaire we use 4 types of attitude
scales:
Likert Scale
Please read the each descriptive statement very carefully, thinking in terms of your opinion about
your Behavior Intention of Espresso Coffee. Please put a (√) tick mark on the box, which most
closely responds to your behavior.
Strongly Disagree- 1, Disagree- 2, Neutral- 3, Agree- 4, Strongly Agree- 5.
15. Behavior Intention Scales
Behavior intention scale depends on the customer’s behavior. It measures the likelihood that
consumer will act in a certain way in the future, such as buying the product again or
recommending it to a friends.
a. Definitely b. Probably c. Might or d. Probably will e. Definitely not
Will continue Will continue Might not not continue Will continue
Semantic differential scale
It is relatively easy to construct and administer. The scale consist of a bipolar adjectives such as
good/bad, hot/cold, like/dislike, expensive/inexpensive, positive/negative, yes/no.
Positive——│——│——│——│———│—— Negative
Rank Oder scale
Please you would like to find out your performance regarding taking/using coffee. Please rank
the following coffee by placing ‘1’ in front of the coffee name that you prefer most. Then next to
your second performance and continuing until you have ranked all of the coffees.
……………. Espresso Coffee
……………. Kofi house Coffee
……………. Nescafe Coffee
……………. Illy Coffee
16. Descriptive research can be either quantitative or qualitative. It can involve collections of
quantitative information that can be tabulated in numerical. Sample is the fraction of the
population; sampling is a technique or a method of selection of samples. The researcher in
carrying out this research adopted the most appropriate sampling technique for research that is
the cluster sample. Descriptive research involves gathering data that describe events and then
organizes, tabulates, and describes the data collection It often uses visual aids such as graphs and
charts to help the reader in understanding the data distribution. Because the human mind cannot
extract the full import of a large mass of raw data, descriptive statistics are very important in
reducing the data to manageable form.
Cluster sample means the population is divided into mutually exclusive groups like as block,
area, place and researchers draws a sample of the group’s interview. However, this does not
guarantee that a particular sample is a perfect representation of the population. Conceptually,
Cluster sample sampling is the simplest of the probability sampling techniques. We have taken
40 samples randomly from the total population. Primary sources of data collected through
questionnaire and secondary source are referred as a website.
Depth interview is the method of contact used with the respondents. Personal interviewing
method is used because sample size is relatively small and interviewer can ask more questions.
For collecting primary data, method used is questionnaire. It is the most popular method used
when the population and sample size are large. A questionnaire includes a number of questions,
printed in proper sequence, for presenting to respondents for their answers. Each question is
contributing to research objectives. Questionnaire was designed with most of closed ended
questions. It was designed to cater to all areas and aspects of the study.
14
15 Data analysis and Findings
The data has been collected with the help of questionnaire. And it has been analyzed and
interpreted with the help of tables along with relevant descriptions. Appropriate judgment has
been done to the raw data and logical conclusions are drawn based on the findings.
17. Our sample size is 13 questions. We asked same questions to 10 people. Also we do 20 depth
interview and 2 focus groups. Show the research result in below:
Questionnaires analysis result: We take depth interview which refer as a “one-on-one”
interview and focus group interview which refer often consists of 5-10 participants who meet
with a moderator researcher analyst to “focus on” a particular product or product category.
Likert Scale Questionnaire
Likert Scale consists of an equal number of agreement and disagreement Choices. We use 8
questions in a Questionnaire.
We take 20 depth interviews & 2 focus group interviews.
18. Behavior Intension Scale
Behavior Intension Scale measure the likelihood that consumer will act in a certain way in the
future. We use behavior intension scale questions in our questionnaire for know the customer
behavior intension in future.
5
13.75
21.75
36.25
23.75
S.Disagree Disagree Neutral Agree S.Agree
likert Scale
likert Scale
19. Semantic differential scale
It is relatively easy to construct and administer. The scale consist of a bipolar adjectives such as
good/bad, hot/cold, like/dislike, expensive/inexpensive, positive/negative. We use Semantic
differential scale in questionnaire.
D.W.C P.W.C M.O.M.N P.W.N.C D.N.W.C
Behavior Intension Scale 20 40 20 15 5
0
5
10
15
20
25
30
35
40
45
AxisTitle Behavior Intension Scale
69
31
60
40
0
10
20
30
40
50
60
70
80
Positive Negative Yes No
Semantic DifferentialScale
Semantic Differential Scale
20. Rank Order Scale
Rank Order Scale used to Rank Items in order to preference in terms of some criterion. We use
rank order scale question in our questionnaire for rank the espresso coffee.
16 Conclusion:
Coffee is one of the attractive soft drinks in modern time. Modern time has been change.
Consumer needs, demand, perception has also been changed. Buying concept is also being
changed. Social needs, demands for the society has been changed. Which impact fall on our food
habit also? Some days back coffee is not much popular in our country. Some people even they
think it’s a luxury product. But now-a-days this perception has been changed. It not just keeps
our mind fresh it also helps our body to keep fit for the work. North End Coffee has tried to meet
the consumer demand. The ingredience of North end coffee roster says all to the costumer. Being
a loyal customer you obviously go there & have a cup of coffee.
17 References:
1. Consumer Behavior, 10th edition, Leon G. Schiffman , Leslie Lazar Kanuk and
S.Ramesh Kumar
40
20
30
10
0
5
10
15
20
25
30
35
40
45
Espresso Nescafe Illy Kofi House
Rank Order Scale
Rank Order Scale
23. Please read the each descriptive statement very carefully, thinking in terms of your opinion about
your Behavior Intention of Espresso Coffee. Please put a (√) tick mark on the box, which most
closely responds to your behavior.
Strongly Disagree- 1, Disagree- 2, Neutral- 3, Agree- 4, Strongly Agree- 5.
S.
N.
Descriptive statement Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
01 I am satisfied to drink/to use
Espresso Coffee.
02 Espresso Coffee is beneficial for me.
03 I think, Espresso Coffee give me
extra freshness than other coffee.
04 Espresso Coffee keep my mind
fresh/free from the tension.
05 Espresso Coffee is better than tea of
green tea.
06 You have influenced by the Espresso
Coffee’s advertisement.
07 flavor of Espresso Coffee is
attractive or good.
08 Espresso Coffee is available in the
market.
24. Behavior Intention Scales
Behavior intention scale depends on the customer’s behavior. It measures the likelihood that
consumer will act in a certain way in the future, such as buying the product again or
recommending it to a friends.
1. If the price of the Espresso Coffee is goes up/increased, are you continue to taking or
using this coffee?
b. Definitely b. Probably c. Might or d. Probably will e. Definitely not
Will continue Will continue Might not not continue Will continue
2. How likely are you to recommend the Espresso Coffee to the others
(family/friends/relatives/other)?
a. Definitely b. Probably c. Might or d. Probably will e. Definitely not
Will recommend Will recommend Might not not recommend Will recommend
Semantic differential scale
It is relatively easy to construct and administer. The scale consist of a bipolar adjectives such as
good/bad, hot/cold, like/dislike, expensive/inexpensive, positive/negative.
1. How do you feel about Espresso Coffee?
Positive——│——│——│——│———│—— Negative
2. Would you recommend Espresso Coffee to other?
Yes ——│——│——│——│———│—— No
Rank Oder scale
Please you would like to find out your performance regarding taking/using coffee. Please rank
the following coffee by placing ‘1’ in front of the coffee name that you prefer most. Then next to
your second performance and continuing until you have ranked all of the coffees.
25. ……………. Espresso Coffee
……………. Nestle Coffee
……………. Illy Coffee
……………. Barista Coffee
Depth interview and Focus Group questions
1. What do you think about Espresso Coffee?
2. Do you drink this coffee? If yes why? If no why?
3. When you are taking coffee? Why?
4. Which coffee would you prefer first?
5. For what reason/Why did you take Espresso Coffee?
6. Does Espresso Coffee influence your buying behavior?
7. Price of this coffee is perfect for you?
8. Do you think this coffee better than other coffees? Why?
9. Do you think, people will be satisfied by this coffee? Why?
10. Do you recommend this coffee to others? Why?
