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Research Proposal

Executive Summary
We intend to explore the customer behaviour and preference of tea/coffee beverage brand
outlet visitors. We want to segment the customers on demographic and psychographic
basis. A quantitative & qualitative survey will be conducted targeting these visitors. The data
will be analysed to draw conclusions for our objectives.
Background
India consumes around 20% of the world tea, yet Organized coffee retailers are taking the
limelight by expanding at a rapid pace across the country. There are around 3000 cafes
dedicated to coffee but very few upmarket places related to tea, the dependable source for
tea had been the local tea vendor selling the cutting chai. According to the Technopark
report about the Indian caf and tea bars, the market is about 1,820 Crores, growing at the
rate of 20% in value each year, it constitutes 27% of the overall caf and and tea bar
market, which stands at Rs.6,750 crore. It is expected to touch over 6,200 chains from 3500
in the next 6 year. Tea bars are relatively in its nascent stages ,they have been growing
continuously from 2008 and there are around 250 across the country at present. The
earliest entrant Chai point which started in 2010 has around 90 stores across 6 cities.Even
the branded tea manufacturers have set their foot in this market. HUL has tea cafes under
the brand name of Taj Mahal Brand and regional player Wagh Bakri have opened its tea
lounges.
Existing segment of Coffee outlets offering a brand association for the young and as well the
mid age for business meetings or just to hang out. We want to understand the customer in
these two segments in terms of preference, behaviour and satisfaction. The Coffee outlets
considered are Starbucks, Georgia, Aroma and the Tea caf considered is the recent startupChaayos.
Purpose of the Research
The purpose of this research is to conduct a study to determine the target audiences
(people ages 15-60) perception of Tea/Coffee beverage cafes. The research objectives that
we want to address are as follows:
1. Attitude towards drinking eating at these cafes
2. Accurate profiling of target audiences behaviour
3. Determine the service aspects that the audience like most when eating out or
drinking at these cafes as a sit down or take out
4. Identify extent to which they visit these cafes (frequency and duration)
5. Determine the experience and level of satisfaction compared to local thambi
6. To understand the media response, as in social/print etc that each group of profile
responds to.
Research Problem
What is the demographic and psychographic segmentation of customers for Tea/Coffee
beverage brand outlets?
Sample
Outlet visitors at powai/juhu
15-60 age group
50 no.s
Research Design
Before collecting any primary data, relevant secondary data should be analysed first as this
helps in defining the research problem and develop an approach. So, any secondary data
available regarding the tea/coffee beverage brand outlet visitors should be identified and

utilized accordingly. In addition to that a questionnaire survey (Qualitative /Quantitative) will


be the research design which will serve as a primary data. It will be used to collect
information about the age group, behaviour, preference, needs, frequency of visits etc. (Indepth Interviews)
Field work
The survey will be conducted by physical method in the region where outlets are located, in
order to capture all the age groups as to have better quality of response considering floods
of survey mails that students receive, quality of response cannot be assured.
Data collection
Data collected from the secondary data sources like euromonitor ,WARC,Nielsen
In Depth and focus group interviews are conducted on the visitors of these caf and
tea chains
Data collected by observing the how people spent their time at the joints
Quantitative data collected by surveys
Sentiment analysis by exploring over social media
Data analysis

Filter the
data by
adding
some
criteria

Retreive
data

sort the
data based
on reponses

Determine
the range

determine
the
distribution
of variables
eg: dist.
based on
age
group,intere
sts etc

Cost
S.no
1
2

Activity
Printing sheets for survey &
other Stationary items
Travelling expenses per
person visting 2 -3 days
joints in juhu and powai

Total expenses =1700


Time Schedule

Expenses
200
300
Total=300*6=1500

Find
Anomalies

Cluster &
Corelate

A Gantt chart is provided showing how the tasks are scheduled for completion during the
course of our project

Questions
Information to be obtained

Various caf joints you visit


Frequency of visit
Time spent (Ambience )
Occasion of visit( work related, normal consumption, get together)
Way of Commutation (shows importance of parking space)
Consumption pattern/order preferences
Average spending

Customer service for getting the order


1.
2.
3.
4.

What are the various caf joints you visit?


How frequently do you visit the your most preferred joint?
How frequently do you visit the your less preferred joint?
Various occasions of you visit your preferred joints? Options ( work related,
normal consumption, get together etc) ans to be given in the ascending order
of occasion
5. Various way of commutation to the caf/tea joint?

1. What is the frequency of visit to the cafes?


2. Time of visit in a day?
3. Different occasions you visit (like for work based,

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