we surveyed few cafes of Jaipur ,Rajasthan.And tried to identify the service environment of cafes and what the consumer behaviour and prefrences through well organised questionnares for about 100 customers

1. Analysis of cafés industry
Service Environment
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Subject:

2. Introduction
 Our project is about finding consumer’s buying
behavior and service provider’s behavior in
Café industry
 Cafes are a growing trend among youth and
professionals and you can easily find a café or
a lounge at every street corner
 It is the best hangout place for college
students, working people, hostellers, etc
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3. Cafés Investigated
Café Location
Tapri C-Scheme
Chaisa Lalkhothi
TheWarehouse Café Gandhi Nagar
Brown Sugar C-Scheme
Aqua mist Vaishali Nagar
On The House C-Scheme
Waylay Malviya Nagar
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4. Methodology
 Questionnaires
 Multiple Choice Questionnaire
 Planned Questions
 Open ended
 Close ended
 Analysis of the survey
 Service Provider
 Customer
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5. Literature Review
 Following are factors which generally
affect consumer behavior:
 Changing lifestyle
 Increasing disposable income/ Purchasing Power
Parity
 Young population
 Rising middle class
 Spending on beverages
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6. Literature Review
 Market Trends, Developments &
Opportunities:
 Rising Investments
 Merchandising
 Coffee Lounge
 Focus on Food & Localize Menu
 Liquor Coffee
 Newer Territories
 New Players Entering the Fray
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7. Objectives
 For the customers:
 How often do they visit to café.
 How much time do they spend in their each visit to a café.
 How much money do they spend on their each visit to a
café.
 How much value for money do they get over their
spending.
 What are the various services they would like to have in a
café.
 Their views on the café environment
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8. Objectives
 For the service provider:
 What is their café’s most preferred service.
 At what time of the day they have the highest footfall.
 Who are their regular visitors.
 What publicity means do they adopt for their café.
 What promotion schemes do they adopt.
 Do they organize special events on different occasions.
 Do they have any increment in sales because of such events.
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9. Analysis of Service Provider
 What is their café’s most preferred
service:
 As is seen in the chart, the most preferred service in
cafes is music
 The next most preferred service is that of WIFI
 All the other three services i.e.,
gaming, gift items, and books
are still not that popular in Jaipur
33%
11%
11%
44%
Column2
Gaming
Books
Music
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10. Analysis of Service Provider
43%
57%
Morning
Afternoon
Evening
At what time of the day cafes have highest
footfall:
 Evening is the time when cafes experience the highest
footfall.
The lifestyle of people has changed,
which has led to such an
environment where people go
out to cafes almost every alternate
day.
Afternoon is also a great time to hang
with friends among youngsters or school students or
college students
Morning is the least preferable time to go to cafes
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11. Analysis of Service Provider
 Who are the regular visitors:
 As per the response of the service providers, the regular visitors of
cafes are professionals i.e., 44.4%.
 Professionals land up at these cafes after a meeting or an
assignment and even hold small
meetings at these cafes
 At the second place stand the
students with 33.3%.
 Youngsters just love to go to these
cafes with their friends as it is an affordable place
 These cafes nowadays target youth
and try many new ideas like free WIFI, music, etc to grab their
attention.
30%
40%
30%
Students
Professiona
ls
Families
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12. Analysis of Service Provider
 What publicity means do cafes adopt:
 Word of Mouth is the greatest means of publicity adopted by
cafes with 83.3%
 Newspaper gets the second
spot with 16.6%
 Cafes do advertise in
newspapers about various
offers and services
 But surprisingly television and
Radio are not used by cafes for
means of publicity
17%
83%
Televison
Newspaper
Radio
Word of
mouth
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13. Analysis of Service Provider
 What promotion schemes do you offer:
 The most popular promotion scheme is vouchers and
coupons with 50%. Most of the cafes offer vouchers and
schemes to attract customers on regular basis i.e.,
offering 15% discount, etc
 Happy hours is also gaining
popularity with 16.6%
 The next scheme usually
adopted by cafes is combo offers
17%
33%
50%
Happy
hours
Combos
Early birds
Vouchers
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14. Analysis of Service Provider
 Do cafes organize special events on
different occasions:
 66.6% café owners said that they do organize
special events on
 Such as valentine’s day,
friendship day, etc.
 Cafes offer special discounts
on such day and do exciting activities
67%
33%
Yes
No
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15. Analysis of Service Provider
 Do cafes have any increment in sales because of such
events:
 The cafes do notice increment in their sales because of organizing
special events are 66.6%
 33.3% of cafes do not notice any increment in their sales on such
special events.
 The reason may be that these
cafes could be the ones who are
doing nothing extra on such events
and because of which people would
go to such places which offer
something different then the usual days
67%
33%
Yes
No
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16. Analysis of Customer
 How often do they visit a café:
 The growing trend of cafes has made it so popular among people that
they keep on exploring new cafés every week
 People who visit cafes monthly are second on the list with 21.95%
 Around 19.5% people said that
they visit cafes on a daily basis
and that clearly shows how
popular are cafes between
youth and professionals.
20%
59%
22%
Daily
Weekly
Monthly
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17. Analysis of Customer
 How much time do they spend in their each
visit to a café:
 73.17% people said that they spend more than 1 hour sitting in
a café.
 When you go to a café you can
see students completing their
assignments and some
professionals conducting meetings
in cafes
 So cafes are turning into a great
place to have a nice talk or spend a great time
12%
15%
73%
30 mins
45 mins
1 hr or
more
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18. Analysis of Customer
 How much money do they spend in their
each visit to a café:
 The highest percentage of people i.e., 58.5% spends
around Rs 250-500 in their each visit
 This shows that the disposable
income of people is rising
 Since many of the customers
to these cafes are students,
this also shows that the pocket
money of youngsters is rising
21%
57%
21%
Rs.100-250
Rs.250-500
More than
Rs.500
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19. Analysis of Customer
 How much value for money do they get
over their each spending:
 Value for money is the level of satisfaction received for
the monetary sum paid.
 Around 58.53% people said that
they receive value for reasonable
money
 There are chances that they may
recommend it to a friend
42%
58%
Good
Reasonabl
e
Bad
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20. Analysis of Customer
 What are the various services they
would like to have in a café:
 Food & Beverages is a
necessity in any café and
 Music is the most popular
service
 The growing popularity of
WIFI is shown
23%
16%
20%
26%
16%
Food&bever
ages
Newspapers
&magzines
WiFi
Music
Smoking
Zone
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21. Analysis of Customer
 Their views on the café environment:
 The various factors that we have considered in the café
environment are
 clean cutlery,
 behavior of waiters,
 quick delivery,
 other customers,
and etc.
74.35% people said
that the café environment
is mostly good
74%
26%
Café Enviroment
Mostly
good
Sometimes
good
Never good
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22. Conclusion
 Café Industry is one of the fastest growing industry
 Earlier cafes were just limited to providing coffee with some light
snacks but now the menu of cafes has been widening with newer
and newer categories of snacks added to the list
 Cafes along with exciting menu provide services like music,
WIFI, magazines, newspapers, smoking zones, etc
 Different cafes are trying to capture market by portraying their
image as unique like gaming zones, book studios, etc
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23. Recommendations
According to survey our recommendations are:
 If cafes could expand more in cuisine; add various cuisines in their
menu it will attract more and more customers
 Along with varied menu if cafes provide variety of services like
smoking zone, comforting space for couples etc. then customers
would be more satisfied
 We also recommend that cafes should provide various books for
developing a reading habit in the youth of Jaipur
 Cafes can be a source of empowering and channelizing the
potentials of youth, so they must introduce various programmes or
activities where they can indulge themselves and relieve their stress.
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24. Presented by:
Ankit Deora
Gargy Sharma
Rudrakshi Singh
Sakshi Somani
Shivanshika Shekhawat
Supiya Somani
Surbhi Mathur
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