STUDY OF CONSUMER

SATISFACTION OF CAFÉ
NESCAFE TOWARDS
COIMBATORE

Page 1 of 47
TABLE OF CONTENTS
SR.N PAGE
TOPIC
O. NO.
1. EXECUTIVE SUMMARY 5

2. RESEARCH PROBLEM & OBJECTIVE 6

3. INTRODUCTION 8

4. CAFÉ NESCAFE 9

5. KEY FEATURES 11

6. PRODUCTS OFFERED 12

7. CONSUMER PROFILE 13

8. COMPETITORS 14

9. BARISTA 15

10. CAFÉ 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 2 of 47
EXECUTIVE SUMMARY
The research was conducted to find the satisfaction levels of consumers
visiting Cafe nescafeoutlets across Coimbatore. Initially some background
data about the major competitors of Cafe nescafewas 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 Coimbatore from people who
frequent Cafe nescafeoutlets.

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 respondent’s associate coffee shop

with café Nescafe. This in itself is a testimonial to the fact that Cafe
nescafetoday has become a generic name for a coffee shop. The primary
reason of visiting the café is spending time rather than consuming the
product. Freshness as an attribute of quality is rated very high for café
Nescafe, followed by aroma and appearance.

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RESEARCH PROBLEM
To measure the consumer satisfaction of Cafe nescafeacross Coimbatore

RESEARCH OBJECTIVE
1. To understand consumer expectations.
2. To understand the likes and dislikes of consumers among the
present offerings.
3. To identify problem areas in serving the consumers.

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. There’s 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 CAFÉ NESCAFE

Page 4 of 47
INTRODUCTION

The beginnings of Nescafé can be traced all the way back to 1930, when
the Brazilian government first approached Nestlé. 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 coffee’s natural flavor. After seven long years
of research in our Swiss laboratories, they found the answer.

The new product was named Nescafé – a combination of Nestlé and café.
We first introduced Nescafé in Switzerland, on April 1st, 1938. For the first
half of the next decade, however, World War II hindered its success in
Europe. Nescafé was soon exported to France, Great Britain and the USA.
Without realising it, American played a key role in re-launching Nescafé on
the continent by virtue of the fact that it was included in their food
rations. Its popularity grew rapidly through the rest of the decade. By the

Page 5 of 47
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 Nescafé are

drunk every second. We think you’ll agree, Nescafé’s 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 company’s concept has grown through
franchisees.

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

Page 6 of 47
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 7 of 47
KEY FEATURES

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 Café
• Essentially a youth oriented brand with majority of its consumers falling
in the 15-29 year age bracket
• Each café, depending upon its size attracts between 400 and 800
consumers daily
• At present it operates 147 cafes across 38 cities
• Plans to operate 200 cafes by March 2020
• It is a place where consumers come to rejuvenate themselves and be
themselves.
• USP of the Brand

Page 8 of 47
 - Affordable Price
- Best Coffee – Winner of Platinum, Gold, Silver and Bronze medals at the
India Barista Championship 2002
- World Class Coffee Experience

RANGE OF PRODUCTS OFFERED

 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

 ICE BLENDED COFFEE

Cold coffee blended with ice
 Strawberry Colada

Page 9 of 47
Rich strawberry shake. With whipped cream

CONSUMER PROFILE

 Research shows that 37% of the consumers are between 20 and

24years.
 27% of the consumers are between the age group of 25-29
years.
 60% of the consumers who visit the café are male and 40% are
female.
 52% of consumers who visit the cafes are students.
 18% of the consumers visit the cafes daily while another 44%
visit weekly.
 Each café, depending upon its size attracts between 1000 and
2500 consumers daily, mainly between 4pm and 7 pm.

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  Consumers describe Sunrise Coffeeas 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 consumers come to rejuvenate themselves and be
themselves rather than a place to be “seen at” vis a vis other
cafes.

MAJOR
COMPETITORS

Page 11 of 47
 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 India-
the 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.

Page 12 of 47
  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

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 consumers.
In coffee,items like Cappuccino, Expresso, Caffe Mocha, Caffe Americano
and the like are consumed more.

Café 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

Page 13 of 47
 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.
 Café 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.

RESEARCH METHODOLOGY
An exploratory research was conducted in order the study the consumer
satisfaction about CAFÉ NESCAFE.

Sample Size
A sample size of 80 respondents was taken for the consumer based
Questionnaire.
The sample selected for consumer-based questionnaire is of 60
respondents.

Research Area
The research was carried out at some of the consumers of CAFE
NESCAFEwithin Coimbatore.

Data Collection Tools

 Data was collected using Questionnaires. The Questionnaire consisted
of suitable combination of Rating Scale, Ranking Scale and open-ended
Questions in the level of importance.
 An in depth interview was also conducted while administering the
questionnaire.

Sources of Data
Primary source: Questionnaire.

Page 14 of 47
Secondary Sources: Data was collected from the various websites from
the Internet as well Journals of Marketing.

Importance

To enable the organizations to better understand the consumer

expectations and develop further strategies based on the findings of this
study.

DATA ANALYSIS
The dominant recalls for the word ‘coffee shop’ is as follows-

First top of mind for 'coffee shop'

30

24

20
Count

20

14

10 11

3
0 2
Café hanging out chat with friends missing
nescafe coffee others ambience

First top of mind

Page 15 of 47
The above graph shows that Cafe nescafehas attained enough share in the
mind of the consumers to make Cafe nescafeas the dominant for coffee
shop.

Visits to coffee shop

50

40
39
Percent

35
30

25
20

10

0
once once a week once a fort night missing

Visits to coffee shop

Sunrise Coffeeshould 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.

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 Time of visiting
70

65
60

50
ce
er

nt
P

40

30

20 24

10
11

0
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. Sunrise Coffeeshould try
to attract more number of consumers during the morning and post
evening hours by providing flexible timings or ‘using happy hour
schemes’

Page 17 of 47
 People accompanying

Cumulative
Frequency Percent Valid Percent Percent
Valid family 5 6.3 6.3 6.3
friends 75 93.8 93.8 100.0
Total 80 100.0 100.0

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

30
Percent

20 21 21
20

10

0
1 person 2 people 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.

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 Time spend
60

55
50

40
Percent

39

30

20

10

6
0
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 19 of 47
 Purpose of visiting
50

40
40
Percent

30 33

20
20

10

0
drinking coffee spending time relaxation others

Purpose of visiting

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

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 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.

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 Freshness of café Nescafe‘s coffee
30

20
20
yes

10 11
10 10

3 3
0 2
4 5 6 7 8 9 10 missing

Freshness of coffee

Majority of the respondents carry a positive satisfaction about the quality

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

Page 22 of 47
 Additional product required

missing

1.3%

yes

35.0%

no

63.7%

Page 23 of 47
 First specification of additional product
70

60 61

50
Percent

40

30

20 23

10 13

0 4
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 24 of 47
 1.25% 1.25% 3.75%
1% 1% 4% Flavour offered
extremely dissatisfied
16.25% somewhat dissatisfied
26.25%
16% neither satisfied nor dissatisfied
26%
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 25 of 47
 Taste of coffee

8.75%
18.75% 9%
5.00% extremely dissatisfied
19% 5% somewhat dissatisfied
neither satisfied nor dissatisfied
8.75% somewhat satisfied
9% extremely satisfied

Pies show percents

58.75%
59%

The taste of coffee has also found favour with the consumers as has been
reflected by the above graph.
Aroma of coffee
1.25%
2.50%
4%
extremely dissatisfied
15.00% somewhat dissatisfied
neither satisfied nor dissatisfied
31.25% 3.75% somewhat satisfied
extremely satisfied
15% missing

Pies show percents

46.25%
46%

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

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 Looks of coffee
3.75%
5.00% 1.25%
5% 1%
extremely dissatisfied
16.25% somewhat dissatisfied
4%
16% neither satisfied nor dissatisfied
somewhat satisfied
extremely satisfied
36.25%
missing
36%

37.50%

38%

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

Consumer's experience of time taken

70

64
60

50
Count

40

30

20

16
10
yes no
Time between order and receiving the product

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 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 dissatisf ie
43.8%
1.3%

neither satisf ied no

15.0%

somew hat satisf ied

40.0%

Sunrise Coffeecomes out strong with the friendliness of the sales

representatives as the majority of consumers go with being ‘extremely
satisfied’.

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 Respondents experience about
responsiveness of sales person
extremely satisfied
38.7% somew hat dissa

neither satisfie

somew hat sat

The salesmen are also perceived as being extremely responsive to the

consumers.

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 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 satisf ied

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 30 of 47
 Respondents experience about
courtesy of sales person
extremely satisf ied
33.8%

neither satisfied no

13.8%

somew hat satisf ied

52.5%

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

40
40
Count

30
24

20

9
10 7

extremely satisfied neither satisfied nor dissatisfied

somewhat satisfied somewhat dissatisfied
Current level of service

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

there is scope for improvement.

Page 31 of 47
 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 Sunrise Coffeeis

too fragmented to draw any definite conclusions, but it does reflect
an area of probable improvement.

Respondents probability of next visit

missing definity not

2.5% 8.7%

probably not

11.2%

definitely

47.5%

probably
30.0%

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 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 consumers
with CAFÉ NESCAFE. This is also seen through the data of the above
graph where the respondents show a positive bend towards
recommending this place to others.

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 Ambience * Age Crosstabulation

Count
Age
34 yrs &
16-21yrs 22-27 yrs 28-33 yrs above Total
Ambience much more than i
6 16 22
expected
somewhat more than
10 8 1 19
i expected
about what i expected 7 14 1 4 26
somewhat less than i
2 5 1 8
expected
much less than i
5 5
expected
Total 25 48 2 5 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
34 yrs &
16-21yrs 22-27 yrs 28-33 yrs above Total
Product much more than i
10 9 2 21
quality expected
somewhat more than
6 13 1 20
i expected
about what i expected 7 14 1 2 24
somewhat less than i
2 8 1 11
expected
much less than i
4 4
expected
Total 25 48 2 5 80

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

Page 34 of 47
 Service quality * Age Crosstabulation

Count
Age
34 yrs &
16-21yrs 22-27 yrs 28-33 yrs above Total
Service much more than i
2 8 1 11
quality expected
somewhat more than
11 8 3 22
i expected
about what i expected 7 23 2 1 33
somewhat less than i
4 7 11
expected
much less than i
1 2 3
expected
Total 25 48 2 5 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
34 yrs &
16-21yrs 22-27 yrs 28-33 yrs above Total
Privacy much more than i
4 6 10
expected
somewhat more than
4 10 3 17
i expected
about what i expected 6 11 1 18
somewhat less than i
4 15 2 21
expected
much less than i
7 6 1 14
expected
Total 25 48 2 5 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 35 of 47
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 café Nescafe. This in itself is a testimonial to the
fact that Sunrise Coffeetoday has become a generic name for a
coffee shop. However, consumers also relate a coffee shop to a
place where they could hang out in a relaxing ambience.
 Majority of the respondents prefer visiting Sunrise Coffeealong 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 consumers were
in the age group of 22-27yrs. who prefer spending their days off
from their daily schedules with friends.
 People have developed a satisfaction about the coffee shop that the
primary motive behind visiting Sunrise Coffeeis that of spending
time rather than consuming the product. This satisfaction seems to
primarily influence their decision to visit.
 Freshness as an attribute of quality is rated very high for Sunrise
Coffeecoffee. This depicts that people associate Sunrise Coffeewith
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 consumers are spending about an hour in
the coffee shop they want more variety in the eatables.

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 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 Sunrise Coffeecharges
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
consumer 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.
 Consumers who frequent Sunrise Coffeefor 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 consumers, on the whole, are fairly satisfied
with the Sunrise Coffeecoffee shop.
 SUNRISE COFFEEso 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 consumer delight.

Page 37 of 47
LIMITATIONS OF THE

PROJECT
 Limited Sample Size

 This study is restricted to the geographical limits of

Coimbatore

 Time constraint

 Respondent biasness

RECOMMENDATIONS

 Sunrise Coffeeshould 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.
 Sunrise Coffeeshould 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 café to spend time with
friends rather than consuming coffee. So seating capacity at most
take away outlets should be installed and increased.

Page 38 of 47
  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 consumer.
 Start concept of economeals or “buy two get one free”

SUMMARY
Having coffee while freaking out with friends has become a fad. The
concept has come to India from Europe where road side café’s are a part
of day to day life. Coffee shops in India were pioneered by Barista Coffee
house, followed by café coffee day and café Nescafe. Sunrise
Coffeeopened in India in 1999. The project was undertaken to find the
consumer satisfaction levels for Sunrise Coffeeacross the city of
Coimbatore.

After conducting a pilot study, the opinion was that Sunrise Coffeehas top
mind share amongst coffee lovers in Coimbatore. But after completion of
the project some startling facts were unearthed. For example respondents

Page 39 of 47
who preferred Sunrise Coffeepreferred 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
consumers were in the age group of 22-27yrs who prefer spending their
days off from their daily schedules with friends.

Consumers preferred Sunrise Coffeefor the pleasant atmosphere it offers

and it has been offering the expected level of service to its consumers.

QUESTIONNAIRE

CONCEPT OF COFFEE
1. Do you like the coffee?

□ Yes □ No

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

_______________________________________________________________________
_____________________________________________________________________

VISIT TO THE SHOP

3. How many times have you visited the coffee shop in the last month?

Page 40 of 47
 □ 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

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 it’s 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?

‫ ٱ‬Yes ‫ ٱ‬No

12. If Yes, please specify

_____________________________________________________________
_________________________________________________________________________

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 _

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

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 2 3 4 5
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

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e) Courtesy

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 I less than I than
I
Expected Expected 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 nor dissatisfied satisfied satisfied

24. What is your probability of -

Definitely Probably Probably Definitely
Not Not

a) Your visit to this

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 coffee shop in next
one month

b) your recommending
the coffee shop
to others.

CONSUMER 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

 www.economictimes.com

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 www.nescafe.co.in

 www.cafecoffeeday.com

 www.barista.co.in

 www.google.com

 www.businessline.com

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