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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
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
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