RESEARCH PAPER ON CONSUMERS PERCEPTION AND BRAND LOYALTY REGARDING BARISTA COFFEE

RESEARCH METHODOLOGY
Primary objectives for conducting research are as follows: The present study revolves around the following broad objectives: To assess the consumers satisfaction level towards the products and services of Barista Coffee To analyze the brand loyalty of consumers for Barista Coffee , New Delhi To suggest key measures to increase the level of customer satisfaction in Barista Coffee , New Delhi

METHODS AND TOOLS USED FOR CONDUCTING RESEARCH METHODOLOGY:

For the purpose of this study, I prepared a research tools, i.e. questionnaire, to find out the relevant primary data pertaining to the functioning and working of Barista Coffee with reference to the consumer perception and their brand loyalty The data was collected based on information provided by: The management of the organization. Customers visiting Barista and Barista Coffee outlets.

RESEARCH DESIGN
Type of Research: - Descriptive research

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

RESEARCH INSTRUMENTS Selected instrument for Data Collection for Survey is Questionnaire.

QUESTIONNAIRE DESIGN / FORMULATION

Formulating an appropriate questionnaire containing the relevant number of questions. The questionnaire would help guide the interviewer to give the interview or talk a proper direction. The questionnaire will act as a guide to the interviewer to collect all the useful information and input from the customer so that better feedback of the customer and information about brand awareness can be collected. Questionnaire: - A questionnaire consists of a set of questions presented to respondent for their answers. It can be Closed Ended or Open Ended Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret and Tabulate. Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

TYPES OF QUESTION INCLUDED:

DICHOTOMOUS QUESTIONS Which has only two answers Yes or No.

MULTIPLE CHOICE QUESTION Where respondent is offered more than two choices.

IMPORTANCE SCALE A scale that rates the importance of some attribute.

RATING SCALE A scale that rates some attribute from highly satisfied to highly unsatisfied and very inefficient to very efficient

SAMPLE DESIGN
Who is to be surveyed? The marketing researcher must define the target population that will be sampled. Sample size: 30 Sample Unit: people visiting Barista outlet

TIME FRAME:15 days

SAMPLING TECHNIQUE: - Sampling is done on basis of

different age group, different gender and different profession

Random

sampling. Because in this survey I had choose among the sample in

TOOLS USED FOR ANALYSIS: Pie chart Bar diagram Text and statements

DATA COLLECTED USING QUESTIONNAIRE

QUESTIONNAIRE

1. What do you normally prefer to drink as a sweet item? Milk -------------------------------------------- Chocolate Drink ----------------------------- Tea/ Coffee ----------------------------------- Others ------------------------------------------

2.

Do you like barista coffee, as compared to other forms of coffee?

Very much ---------------------------------------- Okay ----------------------------------------------- Not much ----------------------------------------- Not at all ----------------------------------------- Do not know/ Can not say --------------------3. How many times do you buy barista coffee?

Once every day --------------------------------------- 2- 3 times a week -------------------------------------

 Once a week ----------------------------------------- On special occasions only -------------------------- Others --------------------------------------------------

4.

Where do you normally go for barista coffee?

barista Coffee stalls -------------------------------- Supermarkets and Malls------------------------- Other places ---------------------------------------

5.

Which brand of coffee you prefer?

Nestle --------------------------------------------- Barista -------------------------------------------- Cafe Coffee Day -------------------------------- other foreign brands ---------------------------- Any other --------------------------------------- Do not know/ Can not say ---------------------

6. How do you feel regarding price of different brands of coffee in comparison with barista Coffee ? Cafe Coffee Day High ---------------------------------------- Reasonable -------------------------------- Do not know/ Can not say ---------------Nestle High ------------------------------------------ Reasonable ---------------------------------- Do not know/ Can not say ------------------

7. How easily do you get different brands of coffee in comparison with Barista Coffee? Easily ------------------------------------------------

Not easily ----------------------------------------------- Rarely --------------------------------------------------- Do not know/ Can not say ----------------------------

8. Do you agree that coffee at the Barista Coffee taste better in comparison to the coffee of other brands? Strongly Agree --------------------------------- Agree -------------------------------------------- Strongly Disagree ----------------------------- Disagree ----------------------------------------- Do not know/ Can not say ---------------------

9. Do advertisements affect your choice for different brands of drinking coffee? Yes ----------------------------------------------- No ------------------------------------------------ Do not know/ can not say ----------------------

10. Do you think that the present choices available in coffee are costly? If yes, what will be your ideal price range? Yes --------------------------------------- No ---------------------------------------- Do not know/ Can not say -------------

11. Would you prefer to switch to drinking coffee of another brand if it is cheaper than your preferred brand without any change in quality & taste?

 Yes ----------------------------------------- No ------------------------------------------ Do not know/ Can not say ---------------