Vs

Submitted by:Group 1

To determine whether Barista is preferred over Café Coffee Day

To determine consumer behavior and purchase pattern of coffee as a beverage. What criteria people used for choosing a coffee shop.

To determine consumer behavior and purchase pattern of coffee as a beverage.

What criteria people used for choosing coffee as compared to other beverages.

Objectives of Research

• A descriptive research

• Focused on to examine the consumer perception towards Barista vis-à-vis Café Coffee Day.

• And how it varies with demographic variables like age, sex, profession, duration and frequency of visit, bill amount etc.

Research Design

Information Needs: An exploratory research A set of variables of Barista and Café Coffee Day to

identify the information needs which have been grouped under the following heads:

• Variety, taste and quality of products • Ambience (Furniture, décor, comfort and feel)• Order/ delivery time & order delivery process.• Performance of staff. Data collection: Using the above information questionnaire was

designed. The questionnaire was administered to the respondent and data was collected.

Methodology

Selection of Sample – For the purposes of data collection

• We selected our sample by using convenient sampling technique

• Thus our sample population consisted of students of colleges and people visiting Barista and Café Coffee Day

Sample Size- • Data was collected for 178 respondents

• Out of which 122 respondents visited both Café Coffee Day & Barista. Therefore, the interview was terminated.

Sampling

52.5% were Females & 47.5% were Males 46.7% respondents visited Barista as well as Café

Coffee Day, whereas 53.3% of the respondents visited Barista, Café Coffee Day and also Other Coffee Shops

13.1% respondents visited Coffee Shops on a daily basis, whereas 48.4% visited these coffee shops up to 3 times a week & 38.5% of respondents visited the coffee shops at least 2 to 3 times a month.

51.6% of the respondents spent up to 1 Hour in the Coffee Shops whereas 48.4% of the respondents spent more than 1 Hour in these coffee shops with only 2.5 % spending over 2hours.

Analysis of Data

We found that 28.7% of the respondents went alone or with 1 person to these coffee shops whereas a staggering 66.4% of them went with 2 to 4 people

We found that 69.6% of respondents spent in between Rs.201 to Rs.500 & 15.6% spent upwards of Rs. 500. Whereas only 14.8% of people under Rs. 200

The average age of the respondents was 25.62. Minimum age being 18 and maximum being 68. 71.3% of our respondents were in between the age group of 18 to 25.

Analysis of Data

HO: There is no relationship between sex and frequency of visit.

H1: There is a relationship between sex and frequency of visit.

P value = 0.332 > Significance level 0.05. We accept the null hypothesis. Therefore there is no relationship between

sex and frequency of visit.

Analysis of Data

HO: There is no relationship between sex and duration of visit.

H1: There is a relationship between sex and duration of visit.

P value = 0.046 < Significance level 0.05. We reject the null hypothesis. Therefore there is a relationship between sex

and duration of visit.

Analysis of Data

HO: There is no relationship between sex and bill amount.

H1: There is a relationship between sex and bill amount.

P value = 0.030 < Significance level 0.05. We reject the null hypothesis. Therefore there is a relationship between sex

and bill amount.

Analysis of Data

HO: There is no relationship between age and frequency of visit.

H1: There is a relationship between age and frequency of visit.

P value = 0.423 > Significance level 0.05. We accept the null hypothesis. Therefore there is no relationship between

age and frequency of visit.

Analysis of Data

HO: There is no relationship between age and duration of visit.

H1: There is a relationship between age and duration of visit.

P value = 0.912 > Significance level 0.05. We accept the null hypothesis. Therefore there is no relationship between

age and duration of visit.

Analysis of Data

HO: There is no relationship between No. of people visiting and duration of visit.

H1: There is a relationship between No. of people visiting and duration of visit.

P value = 0.000 < Significance level 0.05. We reject the null hypothesis. Therefore there is a relationship between No.

of people visiting and duration of visit.

Analysis of Data

HO: There is no relationship between bill amount and duration of visit.

H1: There is a relationship bill amount and duration of visit.

P value = 0.000 < Significance level 0.05. We reject the null hypothesis. Therefore there is a relationship between bill

amount and duration of visit.

Analysis of Data

Except for prices all other factors were rated higher for Barista compared to Café Coffee Day.

Through Factor analysis we extracted four factors: Service Quality: - Delivery Pace, Delivery

Convenience, Prices and Staff Quality. Presentation: - Menu Variety, Portion Size,

Availability of Products.  Experience: - Quality of products, Taste Of

Products and Ambience. Merchandise: - Other Merchandise.

Analysis of Data

The following ranks were given to attributes while selecting a coffee shop: Taste – Rank 1 Ambience – Rank 2 Menu Variety – Rank 3 Location – Rank 4 Value for Money – Rank 5

Analysis of Data

Barista scored clearly over Café Coffee Day in all aspects except for Prices which is rendered immaterial as Value for money got the last rank.

Also since 70% of the customers fell in the age group of 18 to 25 shows that people visit coffee shops as a hangout place with friends.

Also there is no clear distinction of perception between the products\services offered by Café Coffee Day or Barista but in the quality of product of snacks, in their furniture and décor, and the entertainment provided in the form of games by them, they can be distinguished.

Conclusion