This document provides a descriptive analysis of data collected from 331 respondents regarding their perceptions of coffee bars. Some key findings include: 1) The sample consisted of 51.7% male and 48.3% female respondents, with 80% between the ages of 21-32. 2) When it comes to beverages, there was an equal preference for hot and cold drinks. Coffee was the most preferred hot beverage. 3) Around 45% of respondents preferred to have coffee at coffee bars, while 33% preferred home. 4) The most common frequency of visiting a coffee bar was reported as 3 times per month, by 27.8% of respondents.

1. 1
CONSUMERS’ PERCEPTION ABOUT COFFEE BARS
Shakshi Jindal (112D17)
Ch.Sai Praveen (112D23)
AbhinavBhatnagar (112D25)
SumitNandal (112D27)
UtkarshJaiswal (112D41)
MBA CLASS OF 2014
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2013
Submitted to:
Prof. Dr.S . K. Laroiya

2. 2
DECLARATION
Title of Project Report:Consumers’ perception about Coffee bars
We declare -
(a) That the work presented for assessment in this Report is our own, that it has not been
previously presented for another assessment and that my debts (for words, data, arguments and
ideas) have been appropriately acknowledged.
(b) That the work conforms to the guidelines for presentation and style set out in the relevant
documentation.
Date : ……………

3. 3
C E RT I FI CA T E
T h i s i s t o hereby certify that Shakshi Jindal, Ch.Sai Praveen, AbhinavBhatnagar,
SumitNandal, UtkarshJaiswal students of Masters of Business Administration at Amity
Business School; Amity University Uttar Pradesh have completed the Project Report on
“Consumers perception abountCoffee bars” under my guidance.
Prof. Dr. S. K. Laroiya

4. 4
Acknowledgement
We take this opportunity to express our profound gratitude and deep regards to our
guide Professor Dr. S. K. Laroiya for his exemplary guidance, monitoring and
constant encouragement throughout the course of this research project. The
blessings, help and guidance given by him from time to time shall carry us a long
way in the journey of life on which we are about to embark..
And finally, we are thankful to Almighty, our parents and colleagues for their
valuable advice and constant encouragement without which this project would not
have been possible.

5. 5
LETTER OF TRANSMITTAL
Prof. S. K. Laroiya
Marketing Research
March 20th, 2013
SUB -Marketing Research Project on Consumers’ perception about coffee bars
Respected Sir,
We have the pleasure of submitting the final Report to examine consumer
perception about different fast food outlets. The Group has studied the ground
realities on ways consumers perceive fast food, advertisements and various brands’
popularity. We have also suggested some recommendations to increase sales,
advertisement recall and promotional strategy effectiveness.
We thank you for entrusting us with this responsibility.
Yours sincerely,
Shakshi Jindal
Ch.Sai Praveen
AbhinavBhatnagar
SumitNandal
UtkarshJaiswal

6. 6
Table of Contents
S. No.
Topic
Pg. No.
1
Introduction
7
2
Objective of the research
8
3
Research Methodology
9
3.1
Research Design
10
3.2
Sample Frame
11
3.3
Sample size
11
4
Data analysis and interpretation
4.1
Descriptive Analysis
12
4.2
Regression
34
4.3
Independent t-test
37
4.4
Cross-tabulation
38
4.5
Perceptual Mapping
44
5.1
Conclusion
45
5.2
Limitations
46
5.3
Annexure
48

7. 7
Introduction
Coffee shops are being built at a phenomenal rate in India. Coffee was a prime reason
before for people to come to coffee houses. Other factors these days affect the footfall more
other than just quality of coffee. Coffee shop customers, by nature, are looking for something
special — that’s why they are willing to pay so much for a cup of coffee! The environmental
experience and aesthetics is nowadays a major constituent in the way customers perceive about a
coffee shop. The coffee will get people to come to a place but the environment will cause them
to stay there. India has emerged as one of the favored nations for coffee shops popularly termed
as Cafes. The coffee chains market in India has witnessed a tremendous growth so far and is
expected to grow at a high pace during 2010-16.
Coffee shops are frequented by both the young and old, which makes understanding the
local market demographics is all the more important. The service philosophy and the physical
environment need to be critically analyzed by national and international chains other than just
premium coffee. In order to hold the clientele and maintain economic criteria the coffee outlets
need a USP these days i.e. a unique selling proposition like offering quick service, providing
loyalty discounts etc. Therefore in order to enhance the coffee culture with the Indian middle
class consumers who are ready to spend more and be a part of global lifestyle and culture, coffee
houses in the country are on an expansion spree.
From small-sized coffee houses to classy coffee lounges leading coffee retailers such as
Cafe Coffee Day, Barista and Costa Coffee have all been fighting hard to attract India's growing
middle class. The entry of coffee chains like Starbucks in India will change the outlook of the
Indian coffee market. Even before the coffee chain revolution, coffee had a strong presence in
South Indian homes, with filter coffee. Also before the market entry of Starbucks the various
consumption patterns and repeated purchase patterns were studied showing that there is high
growth in coffee culture in India.

8. 8
Objective of Research
To provide a clear insight about the customer perception we will have following points as our
major objectives for the analysis –

To estimate importance of various factors affecting the choice of coffee outlets by Indian
consumers. To study the spending pattern of people from various age group’s income
groups and gender on coffee houses.

To find out potential of the coffee house market in India and customer perception towards
brand loyalty and entrance of new coffee houses in India.

To analyze effect of age , income and profession and education on the buying decision.

Identify the parameters that play a major role in a consumer’s selection of international
chain coffee bars.

9. 9
Research Methodology
Research refers to the search for knowledge. It means re- searching and forming a
conclusion about an issue under study. A Research is concerned with converting the problem
statement into a testing project. The best design depends on the research questions.
Thus research methodology is a scientific and systematic method of searching for pertinent
knowledge on a specific subject. It is an art of scientific investigation. It is an academic activity
and comprises of the following steps:

Defining and redefining problems

Formulating hypothesis or suggested solutions

Collecting, organizing and evaluating data

Making deductions and reaching on to conclusions

Carefully testing the findings and conclusions to determine whether they fit the
formulating hypothesis

Accepting or rejecting the formulated hypothesis based on the conclusions

Providing a significantly confident solution for the pre-defined problem stated above.
Research is thus an original contribution and an addition to the existing stock of knowledge
to ensure its advancement and application to problem solving. There are various methods and
ways in which research can be conducted and are referred to as the research methodology. Thus,
Research methodology is the process used to collect information and data for the purpose of
making business decisions. It may include publication research, interviews, observations,
experiments, surveys and other research techniques. It may also include both present and
historical information. It is used to give a clear cut idea as to what is being carried out in the
research. It starts right from the selection of the topic and extends up to execution and finally
recommendations and conclusions from the final research.

10. 10
Research Design
A research design is a detailed blue print used to guide a research study towards its
objectives. It’s a series of decisions taken together comprising of a master plan or a model for the
conduct of a research on consonance with the research objectives. The research design has been
considered a "blueprint" for research, dealing with at least four problems: what questions to
study, what data are relevant, what data to collect, and how to analyze the results.It details the
procedures necessary for obtaining the information needed to structure or solve the marketing
research problems.
A research design is a master plan which specifies the steps and procedures for collecting
and analyzing the needed information. The choice of a research design largely depends on the
objectives of the research and how much is known about the problem and these objectives prior
to the actual conduct of the research by the researcher. The overall research design for any
particular project may include one or more types of research designs as part(s) of it.
Traditionally there are three types of research designs namely exploratory research design,
descriptive research designs and causal research designs.

Exploratory Research Design: It is an unstructured and informal research that is
undertaken to gain background information about the general nature of the research
problem under consideration. It is conducted when the researcher does not have sufficient
knowledge about the problem and needs additional, new or recent information. The
researcher knows very little about consumer reaction to market stimuli to permit the
drawing of a sound hypothesis. This type of research design is very flexible and versatile.

Descriptive Research Design: It is a more structured, pre-planned and formal research
in which information is clearly defined and there is prior formulation of specific
hypothesis. It is undertaken to provide answers to questions of who, what, where, when
and how but not why and these studies collect data for a definite purpose. It does not
show a direct cause and effect between the variables under study. It can be of two types:
cross sectional studies, which measure a unit from the sample at only one point in time

11. 11
(e.g. Sample surveys), and, longitudinal studies, which repeatedly draw sample units of a
population over time.

Causal Research Design: This type of research design is most appropriate when it is
necessary to show that one variable causes or determines the values of the other
variables. It includes understanding a problem in terms of conditional statements of the
form “If X, then Y.”
The research design adopted in this market research project is a mix of both exploratory and
descriptive research designs. The exploratory research was conducted by use of exploratory
techniques like brainstorming to generate a number of possible issues faced by consumers while
selection of coffee houses and factors that affect consumer’s attitude in buying behavior from
national and international chains.Descriptive research was adopted to describe the characteristic
like attitude, perception, awareness levels and buying behavior of relevant groups in the sample.
Sample FrameRespondents from Delhi/NCR and Gurgaon sector have given their response. Respondents from
different states in India have given their responses as coffee houses are present almost every state
and metropolitan cities. Many Respondents have different perspective so a larger demography is
covered instead of a particular sector and the major objective of the research was to identify the
consumer perspective which gives us much clear picture of their attitude towards coffee houses.
Consumers which have been to major coffee houses present in Indian Market have given their
response. All the respondents were age of more than eighteen years. Respondents have given
their responses through different modes. Most of them filled the response through interview,
over the mail, telephonic interview for respondents in different states and online survey method.
Moreover the data has been collected through different modes and compiled together in order to
represent it graphically and representation is done through different pie charts and tables using
different statistical tools.
Sample Size: 331 respondents interviewed in person.
Sampling Methodology: Convenience Sampling and Judgment Sampling was used

12. 12
Data Analysis and interpretation
Descriptive Analysis
Gender
Our sample of 331 respondents consisted of 51.7% male and 48.3% female
male
Valid female
Total
Frequenc
y
171
160
331
Gender
Percent
51.7
48.3
100.0
Valid
Cumulative
Percent
Percent
51.7
51.7
48.3
100.0
100.0

13. 13
Age
Around 80% of our sample is in age bracket of 21-32 years which is our target population.
17-20
21-26
Valid
27-32
33 and
above
Total
age
Frequenc Percent
y
49
14.8
220
66.5
Valid
Cumulative
Percent
Percent
14.8
14.8
66.5
81.3
51
15.4
15.4
96.7
11
3.3
3.3
100.0
331
100.0
100.0

14. 14
Annual Household Income
For our research, we have got a fair distribution of respondents in different income groups.
Valid
under 3 lakhs
3-5lakhs
5-10lakhs
10lakhs and
above
Total
Missing System
Total
annual household income
Frequency Percent
Valid
Percent
43
13.0
13.1
93
28.1
28.4
105
31.7
32.0
87
26.3
26.5
328
3
331
99.1
.9
100.0
100.0
Cumulative
Percent
13.1
41.5
73.5
100.0

15. 15
Education
For our research, we have got a well-educated sample with majority of people pursuing atleast
graduation.
education
Frequency Percent
high school
graduation
postValid
graduation
higher studies
Total
Valid
Cumulative
Percent
Percent
3.3
3.3
45.6
48.9
11
151
3.3
45.6
162
48.9
48.9
97.9
7
331
2.1
100.0
2.1
100.0
100.0

16. 16
Occupation
Most of the respondents for our research are students.
occupation
Frequency Percent
Valid
student
service
business
profession
al
Total
209
55
25
63.1
16.6
7.6
Valid
Percent
63.1
16.6
7.6
42
12.7
12.7
331
100.0
100.0
Cumulative
Percent
63.1
79.8
87.3
100.0

17. 17
Spending Leisure time
Majority of our respondents said that they wanted to go out with friends to spend the leisure
time.
How do you spend your leisure time
Frequency
Percent
Valid Percent
sports
surfing net
Valid
39
80
11.8
24.2
11.8
24.2
Cumulative
Percent
11.8
36.0
T.V.
Going on a walk
Reading
Going out with friends(to
cafes, movies, etc)
Total
64
25
32
19.3
7.6
9.7
19.3
7.6
9.7
55.3
62.8
72.5
91
27.5
27.5
100.0
331
100.0
100.0

18. 18
Kind of beverages you like
From our research, we got to know that there is an equal proportion in consumption of hot and
cold beverages.
hot
Valid cold
Total
Which kind of beverages do you like
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
164
49.5
49.5
49.5
167
331
50.5
100.0
50.5
100.0
100.0

19. 19
Hot beverage that is preferred
Half of our respondents like coffee in hot beverages.
Valid
Which hot beverage do you like normally
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
milk
49
14.8
14.8
14.8
tea
52
15.7
15.8
30.6
coffee
169
51.1
51.2
81.8
hot
chocolate
Total
Missing System
Total
60
18.1
18.2
330
1
331
99.7
.3
100.0
100.0
100.0

20. 20
Place preferred to have coffee
About 45% of our respondents preferred to have coffee in coffee bars. 33% prefer to have coffee
at home. Coffee bars should concentrate in attracting those people towards coffee bars.
Home
coffee bars
Where do you prefer to have coffee
Frequency Percent
Valid
Cumulative
Percent
Percent
110
33.2
33.2
33.2
151
45.6
45.6
78.9
Valid college/office
cafeteria
70
21.1
21.1
Total
331
100.0
100.0
100.0

21. 21
Frequency of visiting a coffee bar
Majority of our respondent’s i.e about 28% are visiting coffee bar 3times a month
How often do you usually visit a coffee bar in a month
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
One
67
20.2
20.2
20.2
Two
64
19.3
19.3
39.6
three
92
27.8
27.8
67.4
Valid Four
58
17.5
17.5
84.9
five and more than
five
Total
50
15.1
15.1
331
100.0
100.0
100.0

22. 22
Time spent in a coffee bar
About 50 % of our respondents are spending 30mins to 1hr in coffee bars
How long do you usually stay in a coffee bar
Frequency Percent
Valid
Cumulative
Percent
Percent
less than 30
92
27.8
28.0
28.0
mins
30 mins to 1
167
50.5
50.8
78.7
hour
Valid
more than 1
70
21.1
21.3
100.0
hour
Total
329
99.4
100.0
Missing System
2
.6
Total
331
100.0

23. 23
Amount spent in coffee bar
Most of our respondents spend an amount of 100-300 rs in coffee bars
On your last visit to coffee bar, what is the amount you spent
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
less than 100
43
13.0
13.0
13.0
100-200rupees
155
46.8
46.8
59.8
200-300 rupees
75
22.7
22.7
82.5
Valid
more than 300
58
17.5
17.5
100.0
rupees
Total
331
100.0
100.0

24. 24
Visiting a coffee bar
Most of our respondents are visiting coffee bars in Saturday followed by Sunday and Friday
during a week. 75% of our respondents are visiting coffee bars in the evening.
When do you usually visit a coffee bar
Frequency Percent
Valid
Cumulative
Percent
Percent
Morning
25
7.6
7.6
7.6
afternoon
38
11.5
11.5
19.0
Valid evening
252
76.1
76.1
95.2
night
Total
16
331
4.8
100.0
4.8
100.0
100.0

25. 25
Visiting coffee bar with
About 90% of respondents in our sample are visiting coffee bars with friends and colleagues.
With whom you generally visit coffee bar
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
friends
253
76.4
76.4
76.4
Family
25
7.6
7.6
84.0
Valid colleagues
46
13.9
13.9
97.9
Alone
7
2.1
2.1
100.0
Total
331
100.0
100.0

26. 26
Ordering coffee every time
About 37% of our respondents are not ordering coffee during their visit to a coffee bar.
Do you order a coffee every time you visit a coffee shop
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
yes
208
62.8
62.8
62.8
Valid no
123
37.2
37.2
100.0
Total
331
100.0
100.0

27. 27
Food with coffee
About 30% of our respondents are not ordering food with coffee. From this, we may interpret
that; respondents may prefer to drink only coffee or the food provided in the coffee bars are not
worth eating. Coffee bars should try to include more number of food items in their menu in order
to attract customers.
yes
Valid no
Total
Do you order food along with coffee
Frequenc Percent
Valid
Cumulative
y
Percent
Percent
236
71.3
71.3
71.3
95
331
28.7
100.0
28.7
100.0
100.0

28. 28
Kind of coffee chain
About 85% of our respondents wanted to have coffee in national/international chain coffee bars
Which kind of coffee shop do you like
Frequenc Percent
Valid
y
Percent
National/International
278
84.0
84.0
Chain
Valid Non-chain, privately
53
16.0
16.0
owned
Total
331
100.0
100.0
Cumulative
Percent
84.0
100.0

29. 29
Customers’ expectations from coffee bars
From the mean ranks we can say that the customers wanted to have quality of coffee as their
highest preference followed by speed of service and price of the items.
Attribute Ranks
Mean
Promotional offers
5.13
speed of service
3.14
quality of coffee
1.78
variety of menu items
4.54
friendly employees
5.08
ambience of the store
4.51
price of the items
3.78

30. 30
Expectation of Additional Benefits
Customers are giving Wi-Fi as the first important attribute followed by music and entertainment.
In our research, we found that costa coffee is not providing Wi-Fi accessibility to the customers.
So, Costa coffee should start providing Wi-Fi in their outlets.
Additional Attribute Ranks
Mean
Wi-Fi accessibility
2.49
Newspaper/Magazines
4.69
Music
2.62
merchandise for sale
5.89
entertainment
3.64
loyalty cards/discount
4.59
coupons

31. 31
Satisfaction Level of attributes:
Barista
Attributes
Mean
Order of Satisfaction
Customer’s Expectation
Promotional Offers
2.77
7
7
Speed of Service
3.69
2
2
Quality of Coffee
3.91
1
1
Variety of menu items
3.33
5
5
Friendly Employees
3.35
4
6
Ambience of the store
3.65
3
4
Price of the items
3.11
6
3
Barista got a low satisfaction rating in Price of the items. In order to reach customers expectation
and attract customers, it should concentrate in pricing the items.
Café Coffee day
Attributes
Mean
Order of Satisfaction
Customer’s Expectation
Promotional Offers
2.96
7
7
Speed of Service
3.40
4
2
Quality of Coffee
3.85
1
1
Variety of menu items
3.34
5
5
Friendly Employees
3.49
3
6
Ambience of the store
3.67
2
4
Price of the items
3.11
6
3
Café coffee day got low satisfaction ratings in Speed of service and Price of the items. In order to
reach customers expectation and attract customers, it should concentrate in service and pricing
the items.

32. 32
Starbucks
Attributes
Mean
Order of Satisfaction
Customer’s Expectation
Promotional Offers
2.77
6
7
Speed of Service
3.37
3
2
Quality of Coffee
3.60
2
1
Variety of menu items
3.34
4
5
Friendly Employees
3.26
5
6
Ambience of the store
4.00
1
4
Price of the items
2.72
7
3
Starbucks got very low satisfaction rating in Price of the items. In order to reach customers
expectation and attract customers, it should concentrate in pricing the items.
Costa Coffee
Attributes
Mean
Order of Satisfaction
Customer’s Expectation
Promotional Offers
3.00
7
7
Speed of Service
4.12
2
2
Quality of Coffee
4.27
1
1
Variety of menu items
3.73
3
5
Friendly Employees
3.68
4
6
Ambience of the store
3.58
5
4
Price of the items
3.48
6
3
Costa coffee got a low satisfaction rating in Price of the items. In order to reach customers
expectation and attract customers, it should concentrate in pricing the items and try to improve
ambiance of the store as well.

33. 33
Mocha
Attributes
Mean
Order of Satisfaction
Customer’s Expectation
Promotional Offers
2.90
7
7
Speed of Service
3.15
4
2
Quality of Coffee
3.92
1
1
Variety of menu items
3.83
2
5
Friendly Employees
2.94
6
6
Ambience of the store
3.19
3
4
Price of the items
3.08
5
3
Mocha got low satisfaction ratings in Speed of service and Price of the items. In order to reach
customers expectation and attract customers, it should concentrate in service and pricing the
items.

34. 34
Regression Analysis:
Comparing overall satisfaction level and Quality of coffee using regression
Model Summary
Mode
R
R Square Adjusted R Std. Error of
l
Square
the Estimate
a
1
.665
.442
.440
.761
a. Predictors: (Constant), Rate the last visited coffee shop
on quality of coffee
Model
ANOVAa
df
Model
ANOVAa
df
Sum of
Mean
F
Sig.
Squares
Square
Regression
150.188
1
150.188 259.443
.000b
1
Residual
189.875
328
.579
Total
340.064
329
a. Dependent Variable: Rate overall service quality satisfaction level of the
coffee bar you visited last
b. Predictors: (Constant), Rate the last visited coffee shop on quality of coffee
Sum of
Mean
F
Sig.
Squares
Square
Regression
150.188
1
150.188 259.443
.000b
1
Residual
189.875
328
.579
Total
340.064
329
a. Dependent Variable: Rate overall service quality satisfaction level of the
coffee bar you visited last
b. Predictors: (Constant), Rate the last visited coffee shop on quality of coffee
Interpretation:
As p value is < 0.05, we can say that there is significant relationship between the two variables.
R square is 44.2% which says that 44.2% of the variance in overall satisfaction level is explained
by the Quality of coffee

35. 35
Comparing overall satisfaction level and speed of service using regression
Model Summary
Mode
R
R Square Adjusted R Std. Error of
l
Square
the Estimate
a
1
.620
.385
.383
.799
a. Predictors: (Constant), Rate the last visited coffee shop
on speed of service
Model
Sum of
Squares
ANOVAa
df
Mean
Square
F
Sig.
Regression
130.930
1
130.930 205.347
.000b
1
Residual
209.134
328
.638
Total
340.064
329
a. Dependent Variable: Rate overall service quality satisfaction level of the
coffee bar you visited last
b. Predictors: (Constant), Rate the last visited coffee shop on speed of service
Model
Coefficientsa
Unstandardized
Standardized
Coefficients
Coefficients
B
Std. Error
Beta
1.690
.149
t
Sig.
(Constant)
11.314
.000
Rate the last visited
1
coffee shop on speed of
.574
.040
.620 14.330
.000
service
a. Dependent Variable: Rate overall service quality satisfaction level of the coffee bar you
visited last
Interpretation:
As p value is < 0.05, we can say that there is significant relationship between the two variables.
R square is 38.5% which says that 38.5% of the variance in overall satisfaction level is explained
by the Speed of service.

36. 36
Crosstabulation between gender and amount spent in coffee bars
On your last visit to coffee bar, what is the amount you spent
less than 100
Count
Male
gender
Female
Total
% within
gender
Count
% within
gender
Count
% within
gender
100-200rupees
200-300
rupees
more than
300 rupees
24
85
41
21
171
14.0%
49.7%
24.0%
12.3%
100.0%
19
70
34
37
160
11.9%
43.8%
21.2%
23.1%
100.0%
43
155
75
58
331
13.0%
46.8%
22.7%
17.5%
100.0%
A Higher percentage of Women (44.38%) are spending more than Rs.200 in a coffee bar
compared to men (36.3%)
Total

37. 37
T-Test
T-test for comparing Gender and amount spent in coffee bars
Here, H0: no significant difference between the amounts spent for males and females.
H1: significant difference between the amounts spent for males and females.
SPSS Result:
Group Statistics
gender
On your last visit to coffee
bar, what is the amount you
spent
N
Mean
Std. Deviation
Std. Error Mean
male
171
2.35
.870
.067
female
160
2.56
.976
.077
Independent Samples Test
Levene's Test
for Equality of
Variances
F
Sig.
On your
last visit
to coffee
bar, what
is the
amount
you spent
Equal
variances
assumed
Equal
variances
not
assumed
6.771
.010
t-test for Equality of Means
t
df
-2.081
Sig. (2tailed)
Mean
Difference
Std. Error
Difference
95% Confidence
Interval of the
Difference
Lower
Upper
329
.038
-.211
.101
-.411
-.012
-2.073 318.575
.039
-.211
.102
-.412
-.011
Since p-value (0.010) < 0.05, we accept H1
i.e there is a significant difference between the amounts spent and gender

38. 38
Crosstabulation between gender and frequency of visiting a coffee bar in a month
Count
male
% within
gender
gender
Count
female % within
gender
Count
Total
% within
gender
How often do you usually visit a coffee bar in a month
one
two
three
four
five and more
than five
30
36
57
22
26
Total
171
17.5%
21.1%
33.3%
12.9%
15.2%
100.0%
37
28
35
36
24
160
23.1%
17.5%
21.9%
22.5%
15.0%
100.0%
67
64
92
58
50
331
20.2%
19.3%
27.8%
17.5%
15.1%
100.0%
From the above table, we can say that the distribution is highly similar for the genders.

39. 39
T test for comparing gender and frequency of visiting a coffee bar in a month
Here, H0: no significant difference between the frequency of visiting a coffee bar for males and
females.
H1: significant difference between the frequency of visiting a coffee bar for males and females.
SPSS Result
Group Statistics
gender
N
male
How often do you usually
visit a coffee bar in a month female
Mean
Std. Deviation
Std. Error Mean
171
2.87
1.281
.098
160
2.89
1.387
.110
Independent Samples Test
Levene's Test for
t-test for Equality of Means
Equality of
Variances
F
Sig.
t
df
Sig.
Mean
Std.
95% Confidence
(2Differen Error
Interval of the
tailed)
ce
Differe
Difference
nce
Lower
Upper
How
often do
you
usually
visit a
coffee
bar in a
month
Equal
variances
assumed
Equal
variances not
assumed
3.833
.051
-.110
329
.912
-.016
.147
-.305
.272
-.110
322.172
.913
-.016
.147
-.306
.273
Since p-value (0.051) > 0.05, we accept null hypothesis
i.e there is no significant difference between gender and frequency of visiting a coffee bar

40. 40
Crosstabulations
Crosstabulation between spending leisure time and frequency of visiting a coffee bar
Count
How often do you usually visit a coffee bar in a
month
five and
more than
one
two
three
four
five
How do you send your sports
10
5
7
12
5
leisure time
surfing net
17
18
15
18
12
T.V.
14
12
27
5
6
Going on a walk
5
8
5
2
5
Reading
13
6
5
0
8
Going out with
8
15
33
21
14
friends(to cafes,
movies, etc)
Total
67
64
92
58
50
Interpretation: The maximum frequency for the number of times visited a coffee shop in a
month is coming out to be of 3 times a month and this is also highest for the people spending
their leisure time by going out with friends to cafes, movies, etc.
Therefore, visit to a coffee shop on an average is restricted to 3 times a month.
Total
39
80
64
25
32
91
331

41. 41
Cross tabulation between gender and coffee drinker rating
Rate yourself as a
coffee drinker
Total
Rate yourself as a coffee drinker * gender Crosstabulation
gender
male
female
Count
15
17
Very Low
% within
8.8%
10.6%
gender
Count
20
21
Low
% within
11.7%
13.1%
gender
Count
31
48
neither low nor high % within
18.1%
30.0%
gender
Count
82
43
high
% within
48.0%
26.9%
gender
Count
23
31
very high
% within
13.5%
19.4%
gender
Count
171
160
% within
100.0%
100.0%
gender
Interpretation: Males (61.5%) are very high as coffee drinkers as compared to females (46.3%).
Therefore, assumed that the visitors are mostly males, hence, coffee houses can have
entertainment according to male section more.
Total
32
9.7%
41
12.4%
79
23.9%
125
37.8%
54
16.3%
331
100.0%

42. 42
Crosstabulation between annual household income and pocket money/income influence
annual household income * Does change in your pocket money/income influences the frequency of
visits to coffee shops Crosstabulation
Does change in your pocket
Total
money/income influences
the frequency of visits to
coffee shops
Yes
no
Count
28
15
43
under 3 lakhs
% within annual household
65.1%
34.9%
100.0%
income
Count
73
20
93
3-5lakhs
% within annual household
78.5%
21.5%
100.0%
income
annual household
income
Count
82
23
105
5-10lakhs
% within annual household
78.1%
21.9%
100.0%
income
Count
41
46
87
10lakhs and
% within annual household
above
47.1%
52.9%
100.0%
income
Count
224
104
328
Total
% within annual household
68.3%
31.7%
100.0%
income
Interpretation: From the data we can say that change in pocket money will affect the frequency
of visits to coffee shops; hence this is a price sensitive category. Therefore, before setting up the
prices of the products in the coffee shop, the sellers should be well aware of their target market
and any change in the economic conditions.

43. 43
Crosstabulation between kind of coffee shop and annual household income
annual household income
under 3
3-5lakhs 5-10lakhs 10lakhs
lakhs
and
above
31
74
90
80
Total
275
National/Inte Count
rnational
% within annual
73.8%
78.7%
85.7%
92.0% 83.8%
Chain
household income
11
20
15
7
53
Non-chain, Count
privately
% within annual
26.2%
21.3%
14.3%
8.0% 16.2%
owned
household income
Count
42
94
105
87
328
Total
% within annual
100.0%
100.0% 100.0%
100.0% 100.0%
household income
Interpretation: Branded coffee shops are the most preferred ones and comparative percentage
of respondents fall in income group of 5-10 lakhs and 10 lakhs above.
Which
kind of
coffee
shop do
you like
Crosstabulation between household income and amount spent
annual household income * On your last visit to coffee bar, what is the amount you
spent Crosstabulation
On your last visit to coffee
Total
bar, what is the amount you
spent
less than 200 more than
200 rupees
91
45
136
under 5 lakhs
66.9%
33.1% 100.0%
annual household
income
104
88
192
5 lakhs and
above
54.2%
45.8% 100.0%
42
58
328
Total
12.8%
17.7% 100.0%
Interpretation: In both the income groups the average expenditure is coming out to be less than
200 rupees. Therefore, average expenditure in a coffee house is less than 200 rupees.

44. 44
Perceptual Mapping
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Barista
Café Coffee Day
Star Bucks
Costa Coffee
Mocha
Interpretation: As observed before Quality of coffee and Speed of service are the most
important attributes to consider a coffee house and Costa Coffee is rated highest in both these
attributes whereas Mocha and Starbucks need to improve on it. Also on Ambience of store and
Friendly employees Mocha is rated the least whereas Ambience of Starbucks gets the highest
ratings.

45. 45
Conclusions and Findings:
1) Our sample of 331 respondents consisted of 51.7% male and 48.3% female
2) Around 80% of our sample is in age bracket of 21-32 years which is our target
population.
3) A fair distribution of respondents in different income groups. For our research, we have
got a well-educated sample with majority of people pursuing at least graduation
4) Most of the respondents for our research are students.
5) Majority of our respondents said that they wanted to go out with friends to spend the
leisure time.
6) There is an equal proportion in consumption of hot and cold beverages.
7) About 45% of our respondents preferred to have coffee in coffee bars. 33% prefer to have
coffee at home. Coffee bars should concentrate in attracting those people towards coffee
bars.
8) Majority of our respondent’s i.e about 28% are visiting coffee bar 3 times a month
9) About 50 % of our respondents are spending 30mins to 1hr in coffee bars
10) Most of our respondents spend an amount of 100-300 rs in coffee bars
11) Most of our respondents are visiting coffee bars in Saturday followed by Sunday and
Friday during a week. 75% of our respondents are visiting coffee bars in the evening .
12) About 37% of our respondents are not ordering coffee during their visit to a coffee bar.
13) About 30% of our respondents are not ordering food with coffee. From this, we may
interpret that; respondents may prefer to drink only coffee or the food provided in the
coffee bars are not worth eating. Coffee bars should try to include more number of food
items in their menu in order to attract customers.
14) About 85% of our respondents wanted to have coffee in national/international chain
coffee bars From the mean ranks we can say that the customers wanted to have quality of
coffee as their highest preference followed by speed of service and price of the items.
15) Customers are giving Wi-Fi as the first important attribute followed by music and
entertainment.
16) In our research, we found that costa coffee is not providing Wi-Fi accessibility to the
customers. So, Costa coffee should start providing Wi-Fi in their outlets.

46. 46
17) A Higher percentage of Women (44.38%) are spending more than Rs.200 in a coffee bar
compared to men (36.3%)
18) The maximum frequency for the number of times visited a coffee shop in a month is
coming out to be of 3 times a month and this is also highest for the people spending their
leisure time by going out with friends to cafes, movies, etc. Males (61.5%) are very high
as coffee drinkers as compared to females (46.3%). Therefore, assumed that the visitors
are mostly males, hence, coffee houses can have entertainment according to male section
more.
19) Branded coffee shops are the most preferred ones and comparative percentage of
respondents fall in income group of 5-10 lakhs and 10 lakhs above
As observed before Quality of coffee and Speed of service are the most important attributes to
consider a coffee house and Costa Coffee is rated highest in both these attributes whereas Mocha
and Starbucks need to improve on it. Also on Ambience of store and Friendly employees Mocha
is rated the least whereas Ambience of Starbucks gets the highest ratings.
Limitations
1) The problem of differentiating between ranking and rating by the respondents in the
questionnaires was seen that created difficulty in entering data into SPSS.
2) Time constraint for observing each respondent was seen
3) Limited sample size
4) Area constraint
5) Respondents made various errors and concealed personal information (mobile numbers)
specially female respondents.

47. 47
Coffee house opinion survey
This questionnaire pertains to a project being conducted by a MBA class at Amity University, Noida. The
purpose of this project is to better understand the perceptions and expectations of consumers for
visitingcoffee shops. The questionnaire will take only 5-10 minutes to complete and all the responses
will remain strictly confidential. Thank you for your help in this project.
1. How do you spend your leisure time?
a) Sports
c) T.V.
e) Reading
b) Surfing net
d) Going on a walk
f) Going out with friends (to cafes, movies…..)
2. Which kind of beverages do you like?
a) Hot
b) Cold
3. Which hot beverages do you prefer normally?
a) Milk
c) Coffee
b) Tea
d) Hot chocolate
4. Rate yourself as a coffee drinker on a scale of 1 to 5 (1 being lowest and 5 being highest)
1
2
5. Where do you prefer to have coffee?
a) Home
c) College/office cafeteria
3
4
5
b) Coffee bars
6. How often do you usually visit a coffee bar? (in a month)
a) One
b) Two
d) Four
e) Five or More
7. How long do you usually stay in a coffee bar?
a) < 30min
b) 30min to 1hr
c) Three
c) >1hr
8. On your last visit to the coffee bar, what is the amount you spent?
a) < 100Rs
b) 100-200Rs
c) 200-300Rs
d) >300Rs
9. On which day of the week, you would like to visit a coffee bar? (you can select more than
one)
a) Monday
b) Tuesday
c) Wednesday
d) Thursday
e) Friday
f) Saturday
g) Sunday

48. 48
10. When do you usually visit a coffee bar?
a) Morning
c) Evening
b) Afternoon
d) Night
11. With whom you generally visit a coffee bar?
a) Friends
c) Colleagues
b) Family
d) Alone
12. Do you order a coffee every time you visit a coffee shop?
a) Yes
b) No
13. Do you order food along with the coffee?
a) Yes
b) No
14. Do you prefer large, national/international chain coffee shops or small, privately owned
coffee shops?
a) National/international Chain
b) Non chain, privately owned
15. Which coffee shop chain is your favorite?
a) Barista
b) Café coffee day
d) Costa coffee
e) Mocha
c) Star bucks
16. Which coffee shop chain you visited last?
a) Barista
b) Café coffee day
d) Costa coffee
e) Mocha
c) Star bucks
17. Listed below are a set of attributes (reasons) many people use when selecting a coffee bar to
visit. Please RANK each attribute from 1 to 7, with 1 being the most important attribute for
selecting the coffee bar and 7 being the least important attribute.
Attributes
Promotional offers
Speed of Service
Quality of coffee
Variety of menu items
Friendly employees
Ambience of the store
Price of the items
Rank

49. 49
18. Please rate the coffee bar that you visited last on the following attributes (1- highly
dissatisfied to 5-highly satisfied)
Attributes
Ratings
Promotional offers
1
2
3
4
5
Speed of Service
1
2
3
4
5
Quality of coffee
1
2
3
4
5
Variety of menu items
1
2
3
4
5
Friendly employees
1
2
3
4
5
Ambience of the store
1
2
3
4
5
Price of the items
1
2
3
4
5
19. Does change in your income/pocket money influences the frequency of visits to coffee
shops?
a) Yes
b) No
20. Listed below are a set of additional benefits you are expecting from a coffee bar. Please rank
from 1 to 7, with 1 being the most important attribute and 7 being the least important
attribute.
Benefits
Wi-Fi accessibility
Newspapers / Magazines
Music
A theme based coffee shop (like photograph house, disco, music, retro, etc…)
Merchandise for sale
Entertainment
Loyalty cards/ Discount Coupons
21. What type(s) of entertainment would you enjoy most?
a) Live Bands
b) Public forum. (To express ideas about
politics, religion, etc.)
c) Independent Movies
d) Bowling
e) Gaming
f) Arcade games
g) Internet
h) Just relaxing with friends
i) Hookah
j) Art. (Painting, drawing, etc.)
Rank

50. 50
22. Rate your overall service quality satisfaction level of the coffee bar that you visited last on a
Scale of 1 to 5, with 1 being highly dissatisfied and 5 being highly satisfied.
1
2
3
4
5
Demographic Details
23. Gender
a) Male
b) Female
24. Age?
a) 17-21
c) 27-32
b) 21-27
d) 33 and above
25. Annual household income?
a) Under 3 lakhs
c) 5 lakhs - 10 lakhs
b) 3 lakhs- 5 lakhs
d) 10 lakhs and more
26. Education?
a) High school
c) Post-graduation
b) Graduation
d) Higher studies
27. Occupation?
a) Student
c) Business
b) Service
d) Professional
Thank You!!!