1) The document summarizes a market research project on coffee consumption in India. It examines consumers' coffee consumption patterns, preferences for brand, type, and importance of coffee. 2) A survey of 60 people using online and offline methods found that young people aged 25 and below consume 42% of coffee, with a majority consuming coffee often in the late afternoon or morning. Hot and cold coffee are both popular but preferences vary by season. 3) Nescafe is the most popular brand, followed by Bru and TATA. People are willing to spend on coffee and prefer medium strength blends. The findings suggest opportunities for organic coffee, more availability of TATA coffee, and economical options from Davidoff

1. Project Dissertation
on
Market Research on Coffee Consumption
Jaydeep Singh Sodhi
PGD – Marketing & Sales

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%

4. • Coffee Consumption behavior:
Majority(people) consume coffee often.
Minority(people) consume coffee seldom.

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!!”

7. 1 2 3 4 5
Price 18.30% 21% 30% 20% 10%
Taste 21.70% 18.30% 28.30% 16.70% 15%
Type 31.70% 20% 26.70% 13.30% 8%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Chart Title
Price: 1 (Most Expensive) 5 (Least Expensive/Economical)
Taste: 1 (Strong) 5 (Mild)
Type: 1 (Regular/Belnded) 5 (Decaffeinated/Organic)

8. 0
1
2
3
4
5
Nescafe Bru Davidoff TATA
Ranking of brands
Rank Brand Name
1 Nescafe
2 Bru
3 TATA
4 Davidoff

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

12. Great
Scope of
Organic
Coffee
TATA
should
improve it’s
availability
Davidoff
must offer
at least 1
economical
variant.
Suggestions
Varying
strengths of
coffee at
coffee
shops
Positioning
is required

13. Jaydeep Singh Sodhi
PGD – Marketing & Sales