STUDY OF CUSTOMER

SATISFACTION OF CAF
NESCAFE

A project submitted to the faculty of Management in

partial fulfillment of the requirement for the degree,
University of Mumbai
Under the guidance of
Submitted By :
Mr. Yogesh.
MMS IV - Marketing

Page 1 of 50

Certificate
This is to certify that Mr. Yogesh., student of
Institute of Management Studies & Research, has successfully
carried out the project, Study of Customer Satisfaction of Caf
Nescafe under my supervision and guidance as partial
fulfillment of the requirements of MMS course, Mumbai
University

Page 2 of 50

TABLEOFCONTENTS
SR.N
O.

TOPIC

PAGE
NO.

1.

EXECUTIVE SUMMARY

2.

RESEARCH PROBLEM & OBJECTIVE

3.

INTRODUCTION

4.

CAF NESCAFE

5.

KEY FEATURES

11

6.

PRODUCTS OFFERED

12

7.

CUSTOMER PROFILE

13

8.

COMPETITORS

14

9.

BARISTA

15

10.

CAF COFFEE DAY

16

17.

RESEARCH METHODOLOGY

17

18.

DATA ANALYSIS

19

19.

CONCLUSION

39

20.

LIMITATIONS

41

21.

RECOMMENDATIONS

42

22.

SUMMARY

43

23.

QUESTIONNAIRE

44

24.

BIBLIOGRAPHY

50

Page 3 of 50

EXECUTIVESUMMARY
The research was conducted to find the satisfaction levels of customers
visiting caf Nescafe outlets across Mumbai. Initially some background
data about the major competitors of caf Nescafe was collected. The main
sources of information were the internet and British Council Library. This
information proved to be very useful in improving the understanding
about the industry and it also gave an insight on how to go about
preparing the questionnaire. One of the main things that emerged from
the

literature

review

was

that

Nescafe

and

coffee

and

used

interchangeably in our daily lives, and Nescafe is a coffee legend.

After submission of the research proposal a questionnaire was prepared
having a good choice of open ended dichotomous questions. The sample
size was calculated by undertaking a pilot study. The sample was drawn
from all age groups namely: 16-21, 22-27, 28-33 and 34 above. The
sample was drawn from varied areas of Mumbai from people who
frequent caf Nescafe outlets.
The data collected through the questionnaire was analysed using the
SPSS software package. Before analysis the data was converted into a
standard form.
It was concluded that majority of the respondents associate coffee shop
with caf Nescafe. This in itself is a testimonial to the fact that caf
Nescafe today has become a generic name for a coffee shop. The primary
reason of visiting the caf is spending time rather than consuming the
product. Freshness as an attribute of quality is rated very high for caf
Nescafe, followed by aroma and appearance.

Page 4 of 50

RESEARCHPROBLEM
To measure the customer satisfaction of caf Nescafe across Mumbai

RESEARCHOBJECTIVE
1. To understand customer expectations.
2. To understand the likes and dislikes of customers among the
present offerings.
3. To identify problem areas in serving the customers.

DRINKING coffee while hanging out with friends might soon become the
happiest thing to do. Imagine a place where the ambience is comforting
and casual, with some semblance to the legendary European road cafe.
There are trademark white, wooden tables and bright halogens in blue
shades which dot the flaming orange walls. Theres a scrabble board and
books available to keep silent minds busy. The more gregarious are free
to strum the guitar leaning against the corner wall.
WELCOME THEN TO THE WORLD OF COFFEE SHOP THE CAF NESCAFE

Page 5 of 50

INTRODUCTION

The beginnings of Nescaf can be traced all the way back to 1930, when
the Brazilian government first approached Nestl. The coffee guru, Max
Morgenthaler, and his team set out immediately to find a way of
producing a quality cup of coffee that could be made simply by adding
water, yet would retain the coffees natural flavor. After seven long years
of research in our Swiss laboratories, they found the answer.
The new product was named Nescaf a combination of Nestl and caf.
We first introduced Nescaf in Switzerland, on April 1st, 1938. For the
first half of the next decade, however, World War II hindered its success
in Europe. Nescaf was soon exported to France, Great Britain and the
USA. Without realising it, American played a key role in re-launching
Nescaf on the continent by virtue of the fact that it was included in their

Page 6 of 50

food rations. Its popularity grew rapidly through the rest of the decade.
By the 1950s, coffee had become the beverage of choice for teenagers,
who were flocking to coffee-houses to hear the new rock n roll music.

It is currently estimated that, on average, some 3,000 cups of Nescaf

are drunk every second. We think youll agree, Nescafs come a long
way since 1938 and we all owe a lot to Max Morgenthaler and his team!
Coffee major Nestle launched its globally popular coffee bars, `Cafe
Nescafe', all over India in the year 1999.
The Nescafe brand of coffee has a presence in over a hundred countries.
A couple of years ago, the company launched its coffee bar concept in
markets across the world, including Japan and UK, as a novel method of
communication about the brand.
Cafe Nescafe has introduced Indian palates, used to the taste of
traditional `filter coffee', to a variety of ways the drink is enjoyed the
world over. The coffee bars have on offer a range of specialty Italian
coffee, like the Cappuccino, Moccacino, decaffeinated black and white and
Nesquik hot chocolate and Nestea among hot beverages.
The coffee bars also have a range of cold beverages, including cold
coffee, iced teas and coffee in lemon and strawberry flavours, to begin
with.
The first Cafe Nescafe was soft-launched at a hip shopping mall in Pune.
It has for its neighbours, Ms Simone Tata's Westside and the old favourite
shopping spot, Dorabjees. The companys concept has grown through
franchisees.
Nestle has used the caf concept to tap the large `out-of-the-house,
impulse consumption' by urban families that regularly spend time out at
large shopping malls, combining shopping with entertainment. The

Page 7 of 50

company also opened its cafes at places where the hip and the young
crowd hangs out, as also multiplexes.

Cafe Nescafe is positioned as a premium product by the company. The

company plans to stimulate the coffee market by promoting coffee
drinking as a `with it' thing to do for people across all age groups.
The coffee bars, are also used to increase awareness of Nestle's range of
products with a designated counter which will have on offer its range of
confectionery, tentatively in gift packs.
Globally, the company has a chain of such coffee bars. In the UK, for
instance, they can be found at service stations. The company promotes
the coffee bars through special events and speciality coffee themes.

Page 8 of 50

KEYFEATURES

To combat the rapid growth in the out of home fresh coffee market, in
1999 Nescafe launched Cafe Nescafe. This builds on the strong loyalty
of the brand which traditionally is viewed as an in-home product.
Pioneers of the Caf
Essentially a youth oriented brand with majority of its customers falling
in the 15-29 year age bracket
Each caf, depending upon its size attracts between 400 and 800
customers daily
At present it operates 147 cafes across 38 cities
Plans to operate 200 cafes by March 2006

Page 9 of 50

 It is a place where customers come to rejuvenate themselves and be

themselves.
USP of the Brand
- Affordable Price
- Best Coffee Winner of Platinum, Gold, Silver and Bronze medals at the
India Barista Championship 2002
- World Class Coffee Experience

RANGEOFPRODUCTSOFFERED

Espresso
Strong black coffee ...no frills.
Espresso Americano
Lighter espresso for mellow moods.
Macchiato
Expresso topped with milk foam.
Cappuccino
The hottest selling item,prepared in true Italian style.
Cafe Latte
Espresso with milk. A light coffee.
Chococinno
A sinful combo of chocolate ice & hot coffee.
Cafe Mocha
Hot coffee with a swirl of chocolate.
Irish Coffee
Whipped cream tops the flavour of your choice.
Plunge deeper and discover light espresso.
Nestea (lemon/peach)
Lipton iced tea flavoured with lemon or peach

Page 10 of 50

 ICE BLENDED COFFEE

Cold coffee blended with ice
Strawberry Colada
Rich strawberry shake. With whipped cream

CUSTOMERPROFILE

Research shows that 37% of the customers are between 20 and

24years.
27% of the customers are between the age group of 25-29
years.
60% of the customers who visit the caf are male and 40% are
female.
52% of customers who visit the cafes are students.

Page 11 of 50

 18% of the customers visit the cafes daily while another 44%
visit weekly.
Each caf, depending upon its size attracts between 1000 and
2500 customers daily, mainly between 4pm and 7 pm.
Customers describe Caf nescafe as the place they frequent
most after home and workplace/college. It is a place where
they meet friends and colleagues, in groups of 3 or more.
The prices here are perceived to be reasonable and it is a place
where customers come to rejuvenate themselves and be
themselves rather than a place to be seen at vis a vis other
cafes.

MAJOR
COMPETITORS

Page 12 of 50

BARISTA

The Barista Coffee Company Ltd. operates through a chain of

Espresso Bars under the "Barista" brand name.
Currently, Barista in India has over 130 Barista Espresso Bars and
Corners.
Coffee major Barista Coffee Company Limited has been recently
listed among the top 100 brands in India by Super Brands Indiathe Indian Division of the globally renowned Super Brands Ltd.
The first outlet came up in March 2000 in New Delhi, in the north
of India, generally considered a tough region to crack as far as
coffee goes, with tea being much more of a universal beverage.
In 2001,the company, had 60 coffee bars in 12 urban centres,
which went up to 80 by March 2002 in 14 cities. The number of
Barista outlets reached 150 by March 2003, in 25 cities - that's a
lot of coffee swirling around!
TYPES OF PRODUCTS AVAILABLE

Page 13 of 50

Coffee is the speciality of Barista. But for the connoisseurs, Barista also
offers snacks and pastries. It also has a vast variety of ice creams to offer
its customers.
In coffee,items like Cappuccino, Expresso, Caffe Mocha, Caffe Americano
and the like are consumed more.

Caf Coffee Day

A lot can happen over coffee

HOT
COFFEE

It was in the golden soil of Chikmagalur that a traditional family

owned a few acres of coffee estates, which yielded rich coffee
beans.
Soon Amalgamated Bean Coffee Trading Company Limited,
popularly known as Coffee Day was formed. With a rich coffee
growing tradition since 1875 behind it coupled with the
opportunity that arose with the deregulation of the coffee board
in the early nineties.
Coffee Day began exporting coffee to the connoisseurs across
USA, Europe & Japan. In the calendar year 2000, Coffee Day
exported more than 27000 tonnes of coffee valued at US$ 60 m
to these countries and, for the second time in its short career of
7 years retained the position as the largest coffee exporter of
India.

Page 14 of 50

 Caf Coffee Day currently owns and operates 147 cafes in all
major cities in India. It is a part of India's largest coffee
conglomerate named Coffee Day, Rs. 200 crore ISO 9002
certified company. Coffee Day's most unique aspect is that it
grows the coffee it serves in its cafes.

RESEARCHMETHODOLOGY
An exploratory research was conducted in order the study the consumer
perception about CAF NESCAFE.
Sample Size
A sample size of 80 respondents was taken for the customer based
Questionnaire.
The

sample

selected

for

customer-based

questionnaire

is

of

60

respondents.
Research Area
The research was carried out at some of the branches of CAF NESCAFE
within mumbai.
Data Collection Tools

Data was collected using Questionnaires. The Questionnaire consisted

of suitable combination of Rating Scale, Ranking Scale and openended Questions in the level of importance.

An in depth interview was also conducted while administering the

questionnaire.

Sources of Data
Primary source: Questionnaire.
Secondary Sources: Data was collected from the various websites from
the Internet as well Journals of Marketing.

Page 15 of 50

Importance
To

enable

the

organizations

to

better

understand

the

customer

expectations and develop further strategies based on the findings of this

study.

DATAANALYSIS
The dominant recalls for the word coffee shop is as follows-

First top of mind for 'coffee shop'

30

Count

24
20

20

14
10

11

6
3

Caf
nescafe

hanging out
coffee

chat with friends

others

missing

ambience

First top of mind

The above graph shows that caf Nescafe has attained enough share in
the mind of the consumers to make caf Nescafe as the dominant for
coffee shop.

Page 16 of 50

Visits to coffee shop

50

40

Percent

39
35

30
25
20

10

0
once

once a week

once a fort night

missing

Visits to coffee shop

Caf Nescafe should try to convert the consumers coming once a fort
night to once a week or everyday as people coming once a fort night
forms a major chunk of the consumers.

Page 17 of 50

Time of visiting
70
65

60

P
er
ce
nt

50
40
30
20

24

10

11

afternoon

evening

night

Time of visiting

Majority of the respondents visit in the evening. So the capacity of the

shop is not fully utilized during other time slots. Caf Nescafe should try
to attract more number of consumers during the morning and post
evening hours by providing flexible timings or using happy hour
schemes

Page 18 of 50

People accompanying

Valid

family
friends
Total

Frequency
5
75
80

Percent
6.3
93.8
100.0

Valid Percent
6.3
93.8
100.0

Cumulative
Percent
6.3
100.0

People consider cafe Nescafe as a place more for fun than for place to
have coffee as a result most of the respondents consider visiting the shop
with friends than for coffee.

How many people accompanying

40
38

Percent

30

20

21

21

1 person

2 people

20

10

0
3 people

more than 3 people

How many people accompanying

It can be seen from the above graph that most often people come in
groups of 4 or more, but there are considerable respondents coming
alone, as couples and in groups of 3 too.

Page 19 of 50

Time spend
60
55

Percent

50

40
39
30

20

10
0

6
less than 30 mins

30 mins - 1 hr

more than 1 hr

Time spend

The graph depicts that most of the people prefer to spend quite a lot of
time at the store ranging from 30 mins to more than an hour.

Page 20 of 50

Purpose of visiting
50

Percent

40

40

33

30

20

20

10
8
0
drinking coffee

spending time

relaxation

others

Purpose of visiting

The graph shows, that the purpose of visiting caf Nescafe is more often
to spend time as compared to drinking coffee. Relaxation, as a purpose,
comes a close second.

Page 21 of 50

Products consumed in the coffee shop

Snacks
10.8%

Coffee

Cold Beverages

39.2%

19.9%

Pastries
Ice cream

19.3%

10.8%

Coffee is the product consumed most often among the products being
offered followed by cold beverages.

Page 22 of 50

Freshness of caf Nescafes coffee

30

20

yes

20

10

11

10

10

3
4

2
5

Freshness of coffee

Page 23 of 50

10

missing

Majority of the respondents carry a positive perception about the quality

and freshness of the coffee offered at caf Nescafe as close to 42
respondents gave a rating of 7 and above.

Additional product required

missing
1.3%

yes
35.0%

no
63.7%

Page 24 of 50

First specification of additional product

70
60

61

Percent

50
40
30
20

23

10

13
4

0
more variety in snac

others

heavy meals

missing

First specification of additional product

Majority of the respondents did not want additional products, other than
the ones being already offered, to be offered. And those who did want
them primarily wished for more variety in the products.

Satisfaction with various aspects of the products

Page 25 of 50

1.25% 1.25% 3.75%

1%
1% 4%

Flavour offered
16.25%
16%

26.25%
26%

extremely dissatisfied
somewhat dissatisfied
neither satisfied nor dissatisfied
somewhat satisfied
extremely satisfied
missing

Pies show percents

51.25%
51%

The flavour of the products offered commands a good level of satisfaction

among the respondents as the majority of it ranges between extremely
and somewhat satisfied.

Respondents income profile

missing

3000 - 5000 pm

11.2%

11.2%

5000 - 10000 pm
13.8%

nil
35.0%
above 10000 pm
28.7%

Page 26 of 50

Taste of coffee
8.75%

9%

18.75%

19%

5.00%

5%
8.75%

9%

extremely dissatisfied
somewhat dissatisfied
neither satisfied nor dissatisfied
somewhat satisfied
extremely satisfied
Pies show percents

58.75%

59%

The taste of coffee has also found favour with the customers as has been
reflected by the above graph.
Aroma of coffee
1.25%
2.50%
4%
15.00%

31.25%

extremely dissatisfied
somewhat dissatisfied
neither satisfied nor dissatisfied

somewhat satisfied

3.75%

15%

extremely satisfied
missing
Pies show percents

46.25%

46%

The aroma of coffee is in line with the flavour and is positively rated.

Page 27 of 50

Looks of coffee
3.75%
1.25%

5.00%

1%

5%

extremely dissatisfied
somewhat dissatisfied
neither satisfied nor dissatisfied
somewhat satisfied
extremely satisfied
missing

16.25%

4%

16%

36.25%

36%

37.50%

38%

The appearance of coffee has also been liked by the customers and
thus carries a positive image.

Customer's experience of time taken

70
64

60

Count

50

40

30

20

10

16

yes

no

Time between order and receiving the product

Page 28 of 50

Break Up of percieved time taken

in service delivery
less than 5 mins
5.0%
5-10

mins

15.0%

10-15 mins
7.5%

missing

more than 15 mins

7.5%

65.0%

Most of the respondents feel that the service is quick and efficient as is
evident from above two graphs. Most of the respondents feel that the
time lag is between 5 and 10 mins.

Satisfaction with various aspects of the Sales Personnel

Respondents experience about

friendliness of sales person
extremely satisf ied
somew hat dissatisfie

43.8%

1.3%
neither satisf ied no
15.0%

somew hat satisf ied

40.0%

Caf Nescafe comes out strong with the friendliness of the sales
representatives as the majority of customers go with being extremely
satisfied.

Page 29 of 50

Respondents experience about

responsiveness of sales person
extremely satisfied
38.7%

somew hat dissa

neither satisf i

somew hat sat

The salesmen are also perceived as being extremely responsive to the

customers.

Page 30 of 50

Respondents experience about

appearance and neatness of sales person
extremely satisf ied
extremely dissatisf i

40.0%

3.8%
neither satisf ied no
11.2%

somew hat satisf ied

45.0%

The salesmen are largely perceived to be neat with a good

appearance too.

Respondents experience about

communicatio skills of sales person
extremely satisfied
36.3%

somew hat dissatisf ie

1.3%
neither satisf ied no
22.5%

somew hat satisf ied

40.0%

They are perceived as being good at their communication skills too

among, the respondents.

Page 31 of 50

Respondents experience about

courtesy of sales person
extremely satisf ied
33.8%
neither satisf ied no
13.8%

somew hat satisf ied

52.5%

The salesmen have come across as being very courteous to all the
customers.
40

Count

40

30

24

20
9
10

extremely satisfied

neither satisfied nor dissatisfied

somewhat dissatisfied
somewhat satisfied
Current level of service

The current level of service is perceived to be fairly satisfactory but

there is scope for improvement.

Page 32 of 50

Respondents experience about

complaints handled by the shop
extremely satisfied

extremely dissatisfi

12.5%

15.0%

somewhat satisfied
somewhat dissatisfie

17.5%

17.5%

neither satisfied no
37.5%

The data about the complaints being handled by caf nescafe is too
fragmented to draw any definite conclusions, but it does reflect an
area of probable improvement.

Page 33 of 50

Respondents gender profile

40.0%

female

male
60.0%

Respondents probability of next visit

missing

definity not

2.5%

8.7%
probably not
11.2%

definitely
47.5%
probably
30.0%

Page 34 of 50

Respondents probability of recommending

the shop to others
missing
1.3%
definitely
35.0%
definity not
7.5%
probably not
21.3%

probably
35.0%

The probability of the next visit is extremely high among most of the
respondents reflecting a positive over all experience of the customers
with CAF NESCAFE. This is also seen through the data of the above
graph

where

the

respondents

show

recommending this place to others.

Page 35 of 50

positive

bend

towards

Ambience * Age Crosstabulation

Count
Age
16-21yrs
Ambience

much more than i

expected
somewhat more than
i expected
about what i expected
somewhat less than i
expected
much less than i
expected

22-27 yrs

28-33 yrs

16

10

14

34 yrs &
above

Total
22

19

26
8

Total

25

48

80

Satisfaction with respect to ambience in the age group of 16-21 seems to

be more than the other age groups which may primarily be due to lower
expectation or emphasis on ambience.

Product quality * Age Crosstabulation

Count
Age
16-21yrs
Product
quality

Total

much more than i

expected
somewhat more than
i expected
about what i expected
somewhat less than i
expected
much less than i
expected

22-27 yrs

28-33 yrs

10

13

14

34 yrs &
above
2

Total
21
20

24

11

4
25

48

4
2

80

People across all age groups are generally satisfied with the product
quality.

Page 36 of 50

Service quality * Age Crosstabulation

Count
Age
16-21yrs
Service
quality

much more than i

expected
somewhat more than
i expected
about what i expected
somewhat less than i
expected
much less than i
expected

Total

22-27 yrs

28-33 yrs

34 yrs &
above

Total

11

11

22

23

33

11

25

48

80

Satisfaction with respect to service quality in the age group of 22-48

seems to be more than the other age groups which may primarily due to
lower expectation or emphasis on ambience.

Privacy * Age Crosstabulation

Count
Age
16-21yrs
Privacy

much more than i

expected
somewhat more than
i expected
about what i expected
somewhat less than i
expected
much less than i
expected

Total

22-27 yrs

28-33 yrs

10

11

15

25

48

34 yrs &
above

Total
10

3
1

17
18

21
14

80

Majority of the respondents in the age group of 22-27 yrs for whom
privacy is one of the attractions are slightly dissatisfied and expect more
on this front.

Page 37 of 50

FINDINGS/CONCLUSION

Almost all the respondents liked the concept of a coffee shop,

essentially because they felt they could spend quality time with
their friends and family in a relaxing atmosphere.

It is distinctly observed that majority of the respondents associate

coffee shop with caf Nescafe. This in itself is a testimonial to the
fact that caf Nescafe today has become a generic name for a
coffee shop. However, customers also relate a coffee shop to a
place where they could hang out in a relaxing ambience.

Majority of the respondents prefer visiting caf Nescafe along with

their friends in groups of more than 3 usually in the evenings and
not very frequently i.e. once a fortnight. It was observed that this
could be attributed to that fact that majority of the customers were
in the age group of 22-27yrs. who prefer spending their days off
from their daily schedules with friends.

People have developed a perception about the coffee shop that the
primary motive behind visiting caf Nescafe is that of spending
time rather than consuming the product. This perception seems to
primarily influence their decision to visit.

Freshness as an attribute of quality is rated very high for caf

Nescafe coffee. This depicts that people associate caf Nescafe with
quality coffee and it acts as the primary influencer in the product
categories.

Majority of the respondents feel that the product categories offered

are sufficient but because customers are spending about an hour in
the coffee shop they want more variety in the eatables.

Page 38 of 50

Although quality in terms of taste, aroma & appearance is not an

issue, a majority feel that quantity offered is not commensurate
with the price they pay and hence is not value for money. Because
today consumers have a chance to make comparisons in the
industry

the

general

feeling

is

that

caf

Nescafe

charges

unnecessary premium for its brand.

Although consumers are fairly satisfied with the present level of the
service there is still scope for improvement to ensure complete
customer satisfaction. Apart from the products offered consumers
also foresee a coffee shop providing services like free internet, bill
payment through credit cards, more working hrs. And quiet corners
and in turn offering privacy.

Customers who frequent caf Nescafe for the pleasant atmosphere

if offers, are satisfied with the ambience at the coffee shop
especially because of the hygiene and cleanliness maintained at the
shop.

As in service industry repeated visits and referrals to the shop are

considered as an instrument for measuring satisfaction, it can be
safely concluded that customers, on the whole, are fairly satisfied
with the caf Nescafe coffee shop.

CAF NESCAFE so far has been delivering at the expected service

levels. But they have not been successful in offering beyond
expectations which in fact is a key to customer delight.

Page 39 of 50

LIMITATIONSOFTHEPROJECT

Limited Sample Size

This study is restricted to the geographical limits of Mumbai

Time constraint

Respondent biasness

Page 40 of 50

RECOMMENDATIONS

Caf Nescafe should try to convert the consumers coming once a

fort night to once a week or everyday as people coming once a fort
night forms a major chunk of the consumers.

Caf Nescafe should try to attract more number of consumers

during the morning and post evening hours by providing flexible
timings or using happy hour schemes.

It is quite evident that people visit the caf to spend time with
friends rather than consuming coffee. So seating capacity at most
take away outlets should be installed and increased.

Cabin type sitting arrangement could be provided to offer more

privacy

Prices of items with less food cost and more margins could be
lowered slightly, to make them fast moving items.

Ambience of most outlets needs to be worked upon.

Service time to be reduced by doing maximum mis-en-place.

Offer more discounts and offers to attract customer.

Start concept of economeals or buy two get one free

Page 41 of 50

SUMMARY
Having coffee while freaking out with friends has become a fad. The
concept has come to India from Europe where road side cafs are a part
of day to day life. Coffee shops in India were pioneered by Barista Coffee
house, followed by caf coffee day and caf Nescafe. Caf Nescafe
opened in India in 1999. The project was undertaken to find the customer
satisfaction levels for caf Nescafe across the city of Mumbai.
After conducting a pilot study, the opinion was that caf Nescafe has top
mind share amongst coffee lovers in Mumbai. But after completion of the
project some startling facts were unearthed. For example respondents
who preferred caf Nescafe preferred its coffee more for its quality and
freshness and came to visit the coffee shop for passing time with friends
rather than consuming coffee. It was observed that majority of the
customers were in the age group of 22-27yrs who prefer spending their
days off from their daily schedules with friends.
Customers preferred caf Nescafe for the pleasant atmosphere it offers
and it has been offering the expected level of service to its customers.

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QUESTIONNAIRE
CONCEPT OF COFFEE SHOP
1. Do you like the concept of coffee shop?
Yes

No

2. What comes to your mind when you think of coffee shop?

_________________________________________________________________________
___________________________________________________________________
VISIT TO THE SHOP
3. How many times have you visited the coffee shop in the last month?
Once Once a week Once a fort-night
4. At what time do you normally visit the coffee shop?
Morning Afternoon Evening Night
5. With whom do you normally visit the coffee shop?
Family Friends Office /Business colleagues Alone

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6. How many people generally accompany you to the coffee shop?

1 person 2 persons 3 persons More that 3
7. On an average how much time do you spend in the coffee shop in one visit: Less than 30 minutes
30 minutes to 1 hour
More than 1 hour

8. I usually visit the coffee shop for ..

Drinking coffee Business/ Professional reasons
Spending time

Relaxation Any other(please specify)_____________

PRODUCT RELATED
9. Which products do you consume in a coffee shop?
Coffee

Ice cream

Pastries

Cold beverages

Snacks

10. If its coffee, then on a scale of 10 how would you rate the freshness associated
after consuming coffee.
10
11. Would you like to add any product category?
Yes

No

12. If Yes, please specify

_____________________________________________________________
_________________________________________________________________________
_

13. How much satisfied are you with various properties / qualities of the products

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Extremely

somewhat

neither satisfied somewhat

extremely
dissatisfied dissatisfied

nor dissatisfied satisfied

satisfied
a) Number of
flavours offered
b)

Taste

c) Aroma / smell
d) Looks / appearance

14. Do you feel that the quantity provided is value for money?
Yes

No

SERVICE RELATED
15. Do you think the time between placing the order and receiving the product/service
is too long?
Yes

No

16. If yes, how long?

Less than 5 mins.
5 10 mins.
10-15 mins
More than 15 mins
17. Rate the current level of service at the coffee shop

18. Do you want any additional service to be offered? (if any, please specify)

___________________________________________________________________
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19. Rate the following products/services according to your preference for them, if they
are offered by Barista (1=most important, 5=least important)
1

a) Free internet
b) Tea
c) More outlets
d) 24 hrs working
e) Quiet corners
f) Payment through
Credit cards
SALES PERSONNEL
20. Rate your experience about the sales services in the coffee shop
Extremely somewhat neither satisfied somewhat extremely
Dissatisfied Dissatisfied nor dissatisfied satisfied satisfied

a) Friendliness of sales
reps.
b) Responsiveness
c) Sales reps. Appearance
and neatness
d) Communication skills
e) Courtesy

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21. Rate your experience on the following fronts:Extremely

somewhat

neither satisfied somewhat

extremely
Dissatisfied dissatisfied

nor dissatisfied satisfied

satisfied

a) fixtures / furniture
b) display
c) cleanliness of the shop
d) store timing
e) seating arrangement
22. How was your experience during your first visit (on the following factors)?
Much more somewhat

about what

somewhat

much

less
Than I

more I

Expected

Expected

less than I

than

I
Expected

Expected

Expected

a) Product Quality
b) Service Quality
c) Ambience
d) Privacy
23. Are you satisfied with the way the complaints are handled by the coffee shop?
Extremely

somewhat

neither satisfied somewhat

extremely
Dissatisfied dissatisfied

24. What is your probability of Definitely

Not

nor dissatisfied satisfied

Probably
Not

a) Your visit to this

coffee shop in next
one month
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Probably

satisfied

Definitely

b) your recommending
the coffee shop
to others.
CUSTOMER PROFILE
25. Age :
16- 21 yrs
22 - 27yrs
28 -33 yrs
34 & above

26. Income
3000 5000 p.m
5000 10000 p.m
above 10000 p.m
27. Gender
Male Female

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BIBLIOGRAPHY
BRITISH COUNCIL LIBRARY JOURNALS

SPSS MANUAL ON www.spss.com

INTERNET:
www.indiainfoline.com
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 www.economictimes.com
www.nescafe.co.in
www.cafecoffeeday.com
www.barista.co.in

www.google.com

www.businessline.com

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