Q.1. Prepare a research proposal to evaluate whether Tea shops similar to

Coffee shops like Barista and Café Coffee Day will be successful in Delhi or not.

Abstract

India has long been associated with tea drinking, but now coffee manufacturers are aggressively

asserting their own position in the subcontinent’s beverage marketplace. Meanwhile, coffee

makers have been promoting java heavily across the nation – domestic consumption has been

rising 5 percent annually, while tea has generated only about 2 percent yearly growth.

Western-style coffee bars have sprouted all over India, as a newly emergent middle class has

become enamored with café latte, CCD, Barista and other such caffeinated delicacies. Chains

like Coffee Cafe Day, Barista and others have a widespread presence in all Indian cities, which

makes it evident that people in India like coffee. Research firm Euromonitor International

estimated that India’s coffee market has grown 80 percent over the past five years, partially

reflecting a surge in consumption among the urban middle class and the rising popularity of

retail outlets like Starbucks (NASDAQ: SBUX). Roberio Oliveira Silva, head of the London-based

International Coffee Organization, explained to the Journal that coffee culture “has taken India

by storm and it will continue to do so because of higher incomes and greater urbanization." Tea

consumption in north India is more domestic than commercial, while coffee consumption is

purely commercial. As clearly mentioned by one of the research which says that tea

consumption happens normally in Domestic than commercial, So we need to see if in Delhi Tea

shops will be successful in Delhi or not.

Research methodology:

Primary Data: Questionnaire

Secondary data has been collected from research papers, articles, and websites.

Sample collection: The data required for the study is collected with the help of questionnaire.

The questionnaire will be provided to the people of Delhi in the age group of 18-55, population

which normally likes to visit coffee shops.

Sampling Method: As the research is being done in India, Cluster Sampling will suit the

situation the basis to have data from the target group which we have set. Data can be collected

from college going students, malls, coffee shops.

Sample Size: 500

Sampling design: The procedure of sampling is the simple random sampling, because all

the people visiting these shops belong to a group which is, majorly, of the same category, andh

ave been selected on a random basis. Hence, the complete population is a homogeneous group

of respondents who may differ on geographical front and income levels, but the demands of

the population will not vary to a great extent amongst each other.

Statement of Problem: The main objective of this research is

Whether tea shops similar to coffee shops like Café Coffee day and Barista be successful

in Delhi?

Considering Rapid urbanization and Delhi being one of the Metropolitan cities, will

people over there prefer tea shops over a coffee?

To identify the existing consumption and purchased behavior of consumers both

institutional and individual with respect to tea and coffee

QUESTIONARRIE

Name: __________________ (Optional)

Age:

18 – 25

26-32

33-40

41-50

51-60

Above 50

Occupation:

Employed

Self Employed

Student

Others: ____ (Please Specify)

Gender:

Male Female

Monthly Income:

15001-25,000

25,001-40,000

40,001-60,000

Above 60,000

What do you prefer to drink?

Coffee

Both

Tea

Which drink you prefer over the other?

Tea Coffee

Which of the following responses best describe your tea consumption in the past year? (Include

Hot and Cold Tea both)

Addicted Frequent or Regular tea drinker

Occasional

In a typical day, how many cups of tea do you drink?

2 cups or less

3-4 cups

5-6 cups

7-8 cups

When going out for a meal at a restaurant, do you drink tea?

Never

Often

Rarely

Always

How often do you visit a Coffee Shop?

Almost Daily

2-3 times a week

2-3 times a month

Occasionally

Would you like to visit tea bars?

Yes

No. Why? ______________________________________________________

Will you prefer to visit tea bar over a coffee shop?

Yes

No. Why? _______________________________________________________