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Submitted BY:
Ansup Babu
Kumaresh Roy
Sadaseeb Choudhury
Somdeep Sen
 About The Industry
 Brief of the Company
 Purpose of the study
 Hypotheses
 Methodology
 Limitations
 Analysis and...
 The Indian RTD tea and coffee industry stands at an estimated Rs 1,100 crore
 The market is expected to grow to a whopp...
Year of Establishment 1996
Founder V. G. Siddhartha
Revenue US$450 million (As on 2012)
No. of stores 1481
Products Food &...
To find out information about:
 Consumer Profile
 Brand Recall
 Customer visit details
 Customer Spending and consumpt...
 Mean age of the CCD store traffic ranges from 25-35 years
 Café Coffee Day is perceived as a place to hang out with fri...
Store Location
Hazra: Near
Asutosh college
Bhawanipur:
Near Forum
Camac Street
Total Sample
Size
Sample Size
Break up
20 1...
 The study has been conducted over a very short duration
 Due to the short duration
-The sample size is very small
- Non...
 Mean age of the respondents: 26 years
 52% of the respondents are female
 50% of the respondents are students; rest ar...
Respondents (%) TOM Recall order
96
1. Café Coffee Day
2. Barista
3. Can't Say
4
1. Starbucks
2. Café Coffee Day
3. Barist...
5
10
15
20
25
30
35
40
45
50
Student Working Professional
42 40
8
4
6
Purppose of visit(%)
To hang out with friends To con...
 Students prefer to visit the outlets at least once a week
 The ‘once in a two weeks’ bracket is popular among the worki...
76% of the respondents prefer to visit the shop on weekdays
Student Working Professional
50
26
24
PreferredDays(%)
Occupat...
Brands Mean Degree of Frequency
Café Coffee Day 3.9 High
Barista 0.68 Least
Costa Coffee 0 -
Others 0 -
 CCD has emerged ...
 Convenience & quality of service at a coffee shop has emerged as the most important factors
 It is a tribute to the str...
10
20
30
40
50
Student Working
Professional
8 6
6
6
36 38
PreferredItems%
Occupation
Combo Deals
Food
Beverages
df P Value...
10
20
30
40
50
60
28-34K >35
2 4
54
20
4
16
AmountSpend%
Household income per month
>200 (Rs)
100-200(Rs)
50-100(Rs)
74% o...
Barista Café Coffee Day
Factors Mean Satisfaction Level Mean Satisfaction Level
Quality of Items 4.4 Very High 4.4 Very Hi...
Strength
High degree of brand awareness
Strong distribution network
Cost reduction through backward integration
Wide varie...
 High growth potential of he RTD tea and coffee market
 Target Group: Youth in the middle and higher income
 Perceived ...
 In cases where 5-point rating scale has been used, the interval for the range in
measuring the parameters has been calcu...
Consumer Behavior Analysis: A study of Cafe Coffee Day
Consumer Behavior Analysis: A study of Cafe Coffee Day
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Consumer Behavior Analysis: A study of Cafe Coffee Day

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The Project Hypothesis:
Mean age of the CCD store traffic ranges from 25-35 years
Cafe Coffee Day is perceived as a place to hang out
Convenience is the most important factor influencing visits

Consumer Behavior Analysis: A study of Cafe Coffee Day had been conducted by Sadaseeb, Ansup & Myself. Despite of the small sample size, it provided us an opportunity to learn and apply the analytical tools and concepts in the domain of marketing research.

Published in: Technology, Business
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Consumer Behavior Analysis: A study of Cafe Coffee Day

  1. 1. Submitted BY: Ansup Babu Kumaresh Roy Sadaseeb Choudhury Somdeep Sen
  2. 2.  About The Industry  Brief of the Company  Purpose of the study  Hypotheses  Methodology  Limitations  Analysis and Findings  SWOT Analysis  Conclusions  Annexure
  3. 3.  The Indian RTD tea and coffee industry stands at an estimated Rs 1,100 crore  The market is expected to grow to a whopping Rs 2,250 crore by 2017  Factors triggering growth: - Improving disposable income - Changing life styles - Increasing influence of western culture - Younger population  Top three players: Cafe Coffee Day, Barista and Costa Coffee  The competition in the market is likely to heat up with the entry Starbucks Source: Zee Business
  4. 4. Year of Establishment 1996 Founder V. G. Siddhartha Revenue US$450 million (As on 2012) No. of stores 1481 Products Food & Beverage Price Differential Pricing Strategy Distribution Strategically located at six verticals Promotion Sponsorships, collaborations, sales promotion, Cafe Coffee Day Card Other Merchandize Coffee Makers, Coffee Mugs, Men/Women T Shirts, etc. Other Facts Market Share: 60% (as on 2012) Follows Backward integration Doesn’t go for franchising Division of the largest coffee conglomerate- ABCTL Source: Wikipedia & Hindustan times
  5. 5. To find out information about:  Consumer Profile  Brand Recall  Customer visit details  Customer Spending and consumption Pattern  Customer Satisfaction
  6. 6.  Mean age of the CCD store traffic ranges from 25-35 years  Café Coffee Day is perceived as a place to hang out with friends  Convenience is one the most important factors influencing customer visits
  7. 7. Store Location Hazra: Near Asutosh college Bhawanipur: Near Forum Camac Street Total Sample Size Sample Size Break up 20 15 15 50 Convenience Sampling • People visiting CCD was interviewed through questionnaires to collect the primary data • Internet had been used to collect secondary data
  8. 8.  The study has been conducted over a very short duration  Due to the short duration -The sample size is very small - Non Probabilistic method of sampling has been used Hence the findings should be taken as indicative
  9. 9.  Mean age of the respondents: 26 years  52% of the respondents are female  50% of the respondents are students; rest are working professionals  All the respondents have household hold income of Rs. 28,000 or more per month 5 10 15 20 25 30 35 40 45 50 16-24 25-33 >33 46 44 10 Age (%) 60% 40% Household income per month in Rs 28-34K >34K
  10. 10. Respondents (%) TOM Recall order 96 1. Café Coffee Day 2. Barista 3. Can't Say 4 1. Starbucks 2. Café Coffee Day 3. Barista  All the respondents mentioned Café Coffee Day as well as Barista  4% of the respondents mentioned Starbucks- the newest entrant in the Indian coffee retailing
  11. 11. 5 10 15 20 25 30 35 40 45 50 Student Working Professional 42 40 8 4 6 Purppose of visit(%) To hang out with friends To consume food and hang out Others Value df P Value Pearson Chi- Square 3.691 2 0.158  82% of the respondents look at CCD as a place to hang out  As per Chi-Square value there is no association between occupation & purpose of visit
  12. 12.  Students prefer to visit the outlets at least once a week  The ‘once in a two weeks’ bracket is popular among the working professionals 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Student Working Professional 2 6 48 30 16 FrequencyofVisit% Occupation Once in a month Once in two Weeks >3 times in a week 1-3times in a week
  13. 13. 76% of the respondents prefer to visit the shop on weekdays Student Working Professional 50 26 24 PreferredDays(%) Occupation Weekdays Weekends
  14. 14. Brands Mean Degree of Frequency Café Coffee Day 3.9 High Barista 0.68 Least Costa Coffee 0 - Others 0 -  CCD has emerged as the most frequently visited brand  Only 42% of the people have visited Barista  None of the respondents have visited other competitor brand like Costa Coffee
  15. 15.  Convenience & quality of service at a coffee shop has emerged as the most important factors  It is a tribute to the strategically located outlets and highly skilled manpower of CCD Factors Mean Score Degree of importance Convenience 5.00 Most Quality of Service 4.60 Most Availability of preferred item(s) 4.06 High Ambience 2.80 Moderate
  16. 16. 10 20 30 40 50 Student Working Professional 8 6 6 6 36 38 PreferredItems% Occupation Combo Deals Food Beverages df P Value Pearson Chi-Square 2 0.774  74% of the respondents have shown preference for combo deals  As per chi-square test, such preference is same across both set of occupations
  17. 17. 10 20 30 40 50 60 28-34K >35 2 4 54 20 4 16 AmountSpend% Household income per month >200 (Rs) 100-200(Rs) 50-100(Rs) 74% of the respondents prefer to spend Rs. 100-200 during their visit
  18. 18. Barista Café Coffee Day Factors Mean Satisfaction Level Mean Satisfaction Level Quality of Items 4.4 Very High 4.4 Very High Availability of preferred items 4.3 Very High 4.4 Very High Service Delivery Time 4.0 Very High 4.4 Very High Staff Behavior 4.4 Very High 4.3 Very High Value for Money 2.0 Low 4.2 High Store Ambience 4.4 Very High 4.1 High Overall Infrastructure 4.3 Very High 4.3 Very High •Customers are highly satisfied with the offerings of CCD & Barista •Value for money is an emerged as a difference maker •Customers perceive CCD has a quality brand that provides value for money
  19. 19. Strength High degree of brand awareness Strong distribution network Cost reduction through backward integration Wide variety of product Excellent service Strong presence over the digital space Weakness • Absence of franchising may deter expansion activities Opportunities High growth potential of the RTD market Merchandizing Tapping the smaller towns Focusing on the food segment Globalization Threats •Presence of strong competition (direct & generic ) •Entry of Starbucks
  20. 20.  High growth potential of he RTD tea and coffee market  Target Group: Youth in the middle and higher income  Perceived CCD as a place to hang out  Most frequent visitors: The 16-24 age bracket  Most important factor influencing visit: Convenience  Perceived as: -Place to hang out - Quality & value for money brand
  21. 21.  In cases where 5-point rating scale has been used, the interval for the range in measuring the parameters has been calculated as : (5-1) / 5 = 0.8 , as below Score Degree of 1 to 1.8 Least 1.81 to 2.6 Low 2.61 to 3.4 Average 3.41 to 4.2 High Above 4.2 Most

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