minor research paper

8/13/2019 Minor Research Paper

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CONSUMER PERCEPTION TOWARDS COFFEE HOUSES INDIA | 1

Table of Content

S. No. Topic Pg. No.

Chapter-1 Introduction 2

1.1 Major Players in the market 3

1.1.1 CCD 3

1.1.2 Costa Coffee 3

1.1.3 Barista Lavazza 5

1.1. Coffee Beans !

1.2 "D# in sin$le Bran% &etail !

1.2.1 'tar()*ks +

Chapter-2 Literature Review ,Chapter-3 Objective of the research 1

3.1 #ntro%)*tion to the o(je*tive 1

3.2 '*ope of the resear*h 11

Chapter- Research Methodolog 11

.1 &esear*h Desi$n 11

.2 'ample "rame 12

.3 'ample size 12

. 'ample tool 12

Chapter-5 !ata Interpretation and analsis 13

Chapter-! "inding 15

#onclusion and Suggestions 15

References 1!

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#ONS$M%R P%R#%PTION

TO&'R!S #O""%% (O$S%S IN!I'

Surbhi Mittal ) *ari+a ,arshne ) Ms. ,andana *upta


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'bstract

his st)%y e/plore% the *hara*teristi*s that en*o)ra$e $atherin$ (ehavior an% *ontri()te to pla*e

atta*hment in sele*te% *offee shops in the *onte/t of literat)re s)$$estin$ so*ial $atherin$ pla*es

*ontri()te to so*ial *apital. he st)%y 0as )alitative in nat)re an% in*l)%e% the resear*h

te*hni)es of vis)al %o*)mentation o(servation an% (ehavioral mappin$ intervie0 an% s)rvey.

a*h *offee shop 0as o(serve% for t0enty-five ho)rs for a total of seventy-five ho)rs. 4

he key fin%in$s re$ar%in$ the physi*al *hara*teristi*s sho0e% the top five %esi$n *onsi%erations

in*l)%e% *leanliness appealin$ aroma a%e)ate li$htin$ *omforta(le f)rnit)re an% a vie0 to

the o)tsi%e. a*h *offee shop 0as fo)n% to have a )ni)e so*ial *limate an% *)lt)re relate% to

sense of (elon$in$ territoriality an% o0nership pro%)*tivity an% personal $ro0th opport)nity

for so*ialization s)pport an% net0orkin$ an% sense of *omm)nity. &e$ar%in$ feelin$s of

*omm)nity s)rvey fin%in$s from *offee shops patrons sho0e% a positive *orrelation (et0een

len$th of patrona$e an% their sense of atta*hment to their *omm)nity.

#hapter -

Introduction

Coffee ho)se is a resta)rant 0here *offee an% other refreshments are serve% espe*ially one

0here people $ather for *onversation $ames or m)si*al entertainment. #t *an also (e sai% like a

small informal resta)rant as may (e fo)n% in a hotel. 6hile the i%ea 0as on*e limite% to

metropolitan areas shops of this type are no0 fo)n% in many smaller to0ns an% even some r)ral

areas. 6ith a pro%)*t line ()ilt aro)n% one of the most pop)lar (evera$es in the 0orl% the store

stan%s an e/*ellent *han*e of (e*omin$ a pop)lar $atherin$ spot ass)min$ the lo*ation is $oo%

an% the pri*es are 0ithin reason.

#n #n%ia the first *offee ho)se 0as opene% in 7olkata after the (attle of Plassy in 1+, follo0e%(y Coffee (oar% in earl 18s %)rin$ British r)le at Ch)r*h $ate in M)m(ai .0hi*h e/pan%e% to

+2 o)tlets (ein$ )n%er$one to loss in mi% 185s the (oar% *lose% %o0n several *offee ho)ses.

9n%er the lea%ership of :7 ;opalan the %ismisse% 0ork took over the pla*e an% r)n it 0itho)t

mana$ement. he first #n%ian *offee 0orkers Cooperative so*iety 0as fo)n%e% in Ban$alore on

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:)$)st 18 185+. he first #n%ian *offee *to(er 2+ 185+.

o%ay they are of them a*ross #n%ia an% mana$e% (y 13 *ooperative so*ieties.

. Major plaers in the +ar/et-

"o*)sin$ to in%ian market 0e have only fe0 major players 0ith other titans emr$in$ soon in the

in%ia market in *omin$ f)t)re.6e may have (rief look on the major players.

..##!-

#t is a %ivision of #n%ia?s lar$est *offee *on$lomerate :mal$amate% Bean Coffee ra%in$

Company Lt%. #t is a p)(li* *ompany fo)n%e% in 188! 0ith hea%)arters at Ban$alore. Dealin$

0ith &etail Coffee &esta)rants an% &etail (evera$es. :BCCL $ro0s *offee in its o0n estatesof 1 a*res. he lan% val)e of the plantations is 9'@25A3 million. #t is the lar$est

pro%)*er of :ra(i*a (eans in :sia. :part from this the $ro)p also so)r*es *offee from 11

small $ro0ers. :BCCL is one of #n%ias lea%in$ *offee e/porters 0ith *lients a*ross 9':

)rope an% apan. #t has &even)e of 9'@5 million 0ith an employee of 5 .

he *ompany is 0ell kno0n for its *on*ept

of verti*ally inte$rate% to *)t *ost 0hi*h in*l)%es

o0nin$ the plantations $ro0in$ the *offee makin$the *offee ma*hinesto makin$ the f)rnit)re for the

o)tlets an% the ma*hines *ost them 1.2 lakh ea*h

0hi*h they say is half the *ost of an importe% *offee

ma*hine.

"i$ 1.1 CCD Coffee

he first CCD o)tlet 0as set )p on )ly 11 188! at Bri$a%e &oa% Ban$alore

7arnataka. "ollo0in$ this it has *rosse% over 1 *afs thro)$ho)t the nation (y 211. hey

*)rrently have 1318 o)tlets sprea% a*ross 2, states of #n%ia as of :)$)st 212 n)m(er of o)tlets

(ein$ in*rease% almost every 0eek. : Emeter on their offi*ial 0e(site Cafe*offee%ay.*om keeps

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*ontin)o)s tra*k of the n)m(er. #t has starte% 0ith a *)p of *offee is sol% for &s 5 on0ar%s.

CCD also have international o)tlets in Cafe Coffee Day has also starte% its o)tlets in 7ara*hi

Fienna D)(ai an% Pra$)e.

Cafe Coffee Day?s %ivisions in*l)%e

Coffee Day "resh ?n? ;ro)n% 0hi*h o0ns 5 *offee (eanan% po0%er retail o)tlets.

Coffee Day ')are a hi$h level *offee (ar in Ban$alore.

Coffee Day Gpress 0hi*h r)ns 8 pl)s Coffee Day kiosks.

Coffee Day Bevera$es 0hi*h r)ns over 1 ven%in$ ma*hines.

..0 #osta #offee-

Costa Coffee is a British m)ltinational *offeeho)se

*ompany hea%)artere% in D)nsta(le 9nite% 7in$%om an%

a 0holly o0ne% s)(si%iary of 6hit(rea% PLC. #t is the

se*on%-lar$est *offeeho)se *hain in the 0orl% an% the

lar$est in the 9nite% 7in$%om. Lon%on in 18+1 (y the

#talian (rothers 'er$io an% Br)no Costa as a 0holesale

operation s)pplyin$ roaste% *offee to *aterers an% spe*ialist

#talian *offee shops.

"i$ 1.2 Costa Coffee

#t 0as a*)ire% (y 6hit(rea% in 1885 sin*e 0hen it has $ro0n to over 223 stores a*ross 2,

*o)ntries overseas an% serves more than 8 *)ps of *offee a*ross the 0orl% every min)te. he

()siness has 13+5 97 shops 25 Costa /press ven%in$ ma*hines an% a f)rther , shops

overseas. By the en% of 21 the *ompany ha% overtaken 'tar()*ks in the 97 rea*hin$ a 3+.!Hmarket share meas)re% (y reven)es.

he (ran% ha% entere% #n%ia in 25 thro)$h Devyani #nternational part of aip)ria ;ro)p as its

Master "ran*hisee. Devyani #nternational is one of the $ro)p firms of & Corp.

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http://en.wikipedia.org/wiki/Coffee_beanhttp://en.wikipedia.org/wiki/Coffee_bean


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he (ran% *)rrently has $ot 1 o)tlets in Ben$al)r) M)m(ai Delhi P)ne aip)r an% :$ra.

:**or%in$ to &avi aip)ria Chairman & Corp the $ro)p is lookin$ to open another 1 stores

over the ne/t 2 months. #n 211 "inan*ial year its reven)e is I 52 million.

hey *)rrently have 25 kiosks at airports hospitals an% *orporate parks. 7iosks are an important

aspe*t as some %o more ()siness than an o)tlet. hey *an *reate more *ons)mer to)*h-points an%

*an p)ll more people to e/perien*e the (ran%.

heir kiosk at the =e0 Delhi airport sees avera$e footfall of 8 per %ay.

..1. 2arista-

Barista Lavazza is a *hain of espresso (ars in #n%ia.

khla esta(lishe% in 2 )n%er the

name Barista an% havin$ espresso (ars a*ross #n%ia 'ri

Lanka Ban$la%esh an% the Mi%%le ast. #t 0as esta(lishe%

in "e(r)ary 2 (y the Barista Coffee Company Limite%.

he #n%ian *hain 0as taken over (y #talian *offee pro%)*ts

man)fa*t)rer Lavazza in 2,.

"i$ 1. Barista Lavazza

he *offee is s)pplie% (y the #n%ian roaster "resh an%


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..3 The #offee 2ean and Tea Leaf 4

"i$ 1.5 "i$ 1.!

he Coffee Bean J ea Leaf is an :meri*an *offee *hain o0ne% an% operate% (y #nternational

Coffee J ea LLC 0hi*h has its *orporate hea%)arters in Los :n$eles California. he first

o)tlet opene% in 'eptem(er 18!3. he *hain has over 8 lo*ations in 23 *o)ntries. 6ithin the

9nite% 'tates he Coffee Bean J ea Leaf has lo*ations in 'an "ran*is*o Las Fe$as :la(ama

Miami =e0 Kork City an% 6ashin$ton D.C. et*. he majority of lo*ations are in 'o)thern

California in*l)%in$ Los :n$eles 'an Die$o 'anta Bar(ara an% Fent)ra. Many lo*ations

o)tsi%e of California are fran*hises s)*h as


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#nvestment )p to 1H )n%er the $overnment approval ro)te 0o)l% (e permitte% in sin$le

(ran% pro%)*t retail tra%in$.


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>ri$inally the *ompany 0as to (e *alle% Pe)o% after 0halin$ ship from Mo(y-Di*k ()t this

name 0as reje*te% (y some of the *o-fo)n%ers. he *ompany 0as instea% name% after the *hief

mate on the Pe)o% 'tar()*k.

"rom 18+1A18+! the first 'tar()*ks 0as at 1812 Pike Pla*e Market it then 0as never relo*ate%.

he *ompany only sol% roaste% *offee an% %i% not yet (re0 *offee to sell. D)rin$ their first year

of operation they p)r*hase% $reen *offee (eans from Peet?s an% then (e$an ()yin$ %ire*tly from

$ro0ers. #n an)ary 211 'tar()*ks an% ata Coffee :sia?s lar$est *offee plantation *ompany

anno)n*e% plans for a strate$i* allian*e to (rin$ 'tar()*ks to #n%ia an% also to so)r*e an% roast

*offee (eans at ata Coffee?s 7o%a$) fa*ility.

Despite a false start in 2+ in an)ary 212 'tar()*ks has anno)n*e% a joint vent)re 0ith ata

;lo(al Bevera$es *alle% ata 'tar()*ks. ata 'tar()*ks 0ill o0n an% operate 'tar()*ks o)tlets

in #n%ia as 'tar()*ks Coffee : ata :llian*e. 'tar()*ks ha% previo)sly attempte% to enter the

#n%ian market in 2+ 0ith a joint vent)re involvin$ its #n%onesian fran*hise an% 7ishore

Biyani of the ")t)re ;ro)p. *to(er 212. >penin$ of 'tar()*ks in #n%ia has

sho0n si$nifi*ant potential in *offee ho)ses market in #n%ia.

#hapter -0

Literature Review

&esear*h on sensation an% per*eption pro%)*t attri()te pro%)*t )ality servi*e )ality

*ate$orisation information sear*h memory attit)%e an% (ehavio)r attit)%e formation an%

formation an% satisfa*tion have (een )n%ertaken to )n%erstan% *ons)mer (ehavio)r N7ivela

188+ a*o(s Latham J Lee 188, :n%alee( J Con0ay 2!O. :s state% (y N7arjal)oto et al

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in*omplete 0itho)t payin$ m)*h *onsi%eration to the *)stomers. C)stomers 0ill an% sho)l%

al0ays (e a part of the a$en%a in any marketin$ plan of any *ompany. Be*a)se of the

impli*ations for profita(ility an% $ro0th *)stomer retention is potentially one of the most

po0erf)l 0eapons that *ompanies *an employ in their fi$ht to $ain a strate$i* a%vanta$e an%

s)rvive in to%ay?s ever in*reasin$ *ompetitive environment

N7im et al 22O Basi*ally *ons)mers *an either (e s)(je*tive or o(je*tive testin$ the

pers)asiveness of (ran% names. Coffee shops sellin$ the *offee pro%)*ts also play an important

role in s0ayin$ the %e*isions of )niversity or *olle$e *ons)mers. he 0hole pa*ka$e or vis)al

appeal of the *offee o)tlet *an %etermine sales *ons)mers not only in *offee ()siness ()t also to

other retail ()sinesses may *hoose parti*)lar pro%)*ts(ran%s not only (e*a)se these pro%)*ts

provi%e the f)n*tional or performan*e (enefits e/pe*te% ()t also (e*a)se pro%)*ts *an (e )se%

to e/press *ons)mers personality so*ial stat)s or affiliation Nsym(oli* p)rposesO or to f)lfil

their internal psy*holo$i*al nee%s s)*h as the nee% for *han$e or ne0ness Nemotional p)rposesO

6hi*h means that *ons)mers ()y pro%)*ts for the (enefits they reap o)t of it the st)%y of

*ons)mer (ehavio)r investi$ates the steps or the pro*esses involve% re$ar%in$ the %e*isions

ma%e (y the *ons)mer. Most *ons)mers re$ar% the p)r*hase of real estate to (e Ehi$h

involvement $oo%s? that re)ire *omple/ %e*ision-makin$ in p)r*hasin$ real estate s)*h as

ho)ses apartments or )nits *ons)mers )s)ally $o thro)$h three key pro*esses (efore they

*onsi%er ()yin$ an% these are information sear*h eval)ation of alternatives an% %e*ision r)les.

:si%e from the lo*al *offee shops an% resta)rants that offer tra%itional *offee e/perien*e

amon$ people international *offee (ran%s are present amon$ ()siness streets in Delhi. he

pop)larity of (ran%s is seen to (e the most *ompellin$ fa*tor that *ontri()tes to the emer$en*e of

*ontemporary *offee e/perien*e.

he *)lt)re of *offee (ran%s an% e/perien*e is an interestin$ area of empiri*al

e/ploration. h)s this resear*h *ase st)%y hopes to e/plore %eeper on the *offee ()yin$

(ehavio)r amon$ )niversity st)%ents. :s state% its main $oal is to i%entify the most important

fa*tors *ons)mers have in min% 0hen ()yin$ *offee Ni.e. (ran% name taste pri*e lo*ation

*onvenient atmosphere an% othersO in either of the mentione% (ran%s.

Marketin$ of *offee pro%)*ts 0ith respe*t to the ()yin$ (ehavior of *ons)mers has

)n%er$one several *han$es over the years espe*ially *onsi%erin$ the *han$es 0ith the %eman%sof the *ons)mers. #n a%%ition to this te*hnolo$i*al *han$e has also 0i%ely *ontri()te% to the

*han$es in the primary metho% of p)r*hase 0hi*h no0 in*l)%es *re%it *ar%s an% *ashless

p)r*hases that rely on information e/*han$e rather than the a*t)al a*t of p)r*hasin$ in a store.

"rom this %evelopment of marketin$ of *offee pro%)*ts has alrea%y *ontin)e% to evolve 0ay

into intera*tive marketin$ of the pro%)*ts (ase% on one so)r*e NBailey J '*h)ltz 2O as

%ifferent metho%s of ens)rin$ the *ons)mers interests are (ein$ *onsi%ere% for their patrona$e.

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he marketpla*e has also $ro0n to (e*ome more *ompetitive all vyin$ for the attention of the

avera$e *ons)mer th)s their loyalty has also *ontin)e% to in*rease over the years as they are

no0 the so)r*e of the *ompanies that rely on their a(ilities to *hoose 0hi*h they may 0ish for

their o0n nee%s an% %eman%s.

"rom the %is*)ssion of previo)s literat)res it is %is*overe% that 0hile *offee pro%)*t an%

*ompany (ran% loyalty may have some similarities there are essentially some *onsi%ere%

%ifferen*es espe*ially 0ith re$ar%s to the strate$ies that the *ompanies may )se to en%orse their

servi*es an% pro%)*ts. ')*h a*tions 0ill help the *ompany to ens)re the loyalty of their

*ons)mers th)s $ivin$ them the allo0an*e of kno0in$ ho0 they 0ill (e a(le to improve their

servi*es.

NLo0 J :ltman 1882OPla*e atta*hment serves a n)m(er of f)n*tions for people an% their

*)lt)re. Pla*e atta*hment has the potential to offer pre%i*ta(ility in a %aily ro)tine a pla*e to

rela/ from the more formal roles of life an% the opport)nity for *ontrol in vario)s areas of life#t also provi%es the opport)nity to link 0ith frien%s an% *omm)nity in a visi(le an% *on*rete

0ay. he *onne*tion to history an% to *)lt)re may o**)r thro)$h pla*e or thro)$h sym(ols that

are asso*iate% 0ith pla*es. Pla*e then (e*omes part of the live% e/perien*e an inter0oven

*omponent of life e/perien*es an% is insepara(le from them.

6hen relationships %evelop (et0een people an% pla*es the res)lt is often a feelin$ of pla*e

atta*hment. Lo0N1882O state% QPla*e atta*hment is the sym(oli* relationship forme% (y people

$ivin$ *)lt)rally share% emotionalaffe*tive meanin$s to a parti*)lar spa*e or

pie*e of lan% that provi%es the (asis for the in%ivi%)als an% $ro)ps )n%erstan%in$ of an%relation to the environmentRNp. 1!5O. Proshansky "a(ian an% 7aminoffN18,3O %es*ri(e% pla*e

atta*hment as involvin$ the interplay of emotions kno0le%$e (eliefs an% (ehaviors

in referen*e to a pla*e.

#hapter -1

1. Objective of the Research

o st)%y the spen%in$ pattern of people from vario)s a$e $ro)ps in*ome $ro)ps an% $en%er

on *offee ho)ses.

o kno0 the p)rpose (ehin% the visits of people to these pla*es an% the amo)nt of time they

spen% in the *offee ho)ses.

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o kno0 the preferen*es of the people 0hat they 0ant 0hen they visit *offee ho)ses on

%ifferent parameters.

o fin% o)t potential of the *offee ho)se market in #n%ia an% *)stomer per*eption to0ar%s

(ran% loyalty an% entran*e of ne0 *offee ho)ses in #n%ia.

1.0 Scope of the research-

#t 0ill help to )n%erstan% the #n%ian *offee ho)ses market an% potential an% the *)stomer

per*eption re$ar%in$ their taste an% preferen*e.

he resear*h is (ase% on *ons)mer perspe*tive 0hi*h is the main frame of the resear*h

so *an (e helpf)l for %ifferent *offee ho)ses in or%er to )n%erstan% *ons)mer perspe*tive.

#t also tells a(o)t %ifferent spen%in$ patterns of the *ons)mers an% tells their

e/pe*tations. 'o %ifferent e/pe*tations of the *ons)mer *an (e )n%erstoo% (y this

resear*h.

Data *olle*tion has (een %one thro)$ho)t %ifferent states 0ith help of #ntervie0s mails

an% telephoni* intervie0 as 0ell as it 0as fille% )p (y *ons)mers 0hi*h $ives

a)thenti*ity to the resear*h an% *an (e helpf)l to any *offee ho)se.

he resear*h *an (e also helpf)l for ne0 resear*hers in or%er to analyze *ons)mer

perspe*tive of this $iven perio% of time.

#hapter-3

Research Methodolog

3. Research !esign-

his resear*h is a %es*riptive resear*h fo*)se% on the *offee ho)ses in #n%ian '*enario. #t 0as

*on%)*te% to )n%erstan% all the aspe*ts of the *offee ho)se an% %ifferent *ons)mer per*eptions

an% opinions re$ar%in$ *offee ho)ses. #n*rease in n)m(er of *offee ho)ses over the years in

#n%ian markets sho0s si$nifi*ant reasons to prove #n%ian *offee market as potential market for

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the ()siness. 7no0in$ the *)stomer re)irement an% preferen*es is m)st in this *ase as the

opinions of *)stomers are al0ays )ne/pe*te%. &esear*h is (asi*ally fo*)se% on the *)stomers

opinion an% its taste. &esear*h is %esi$ne% in s)*h a 0ay so that it *an e/tra*t the tastes an%

opinions of 0hat *)stomer is a*t)ally lookin$ forS

3.0 Sa+ple "ra+e-

he primary %emo$raphy 0e sele*te% for the resear*h 0as *overin$ many respon%ents from all

over the *o)ntry. &espon%ents from Delhi=C& se*tor have $iven their response. &espon%ents

from %ifferent states in #n%ia have $iven their responses as *offee ho)ses are present almost

every state an% metropolitan *ities. Many &espon%ents have %ifferent perspe*tive so 0e trie% to

*over a lar$er %emo$raphy instea% of a parti*)lar se*tor an% the major o(je*tive of the resear*h

0as to i%entify the *ons)mer perspe*tive 0hi*h $ives )s m)*h *lear pi*t)re of their taste to0ar%s

*offee ho)ses. Cons)mers 0hi*h have (een to major *offee ho)ses present in #n%ian Market

have $iven their response. :ll the respon%ents 0ere a$e of more than ei$hteen years.

&espon%ents have $iven their responses thro)$h %ifferent mo%es. Most of them fille% the

response thro)$h intervie0 over the mail telephoni* intervie0 for respon%ents in %ifferent states

an% online s)rvey metho%. Moreover the %ata has (een *olle*te% thro)$h %ifferent mo%es an%

*ompile% to$ether in or%er to represent it $raphi*ally an% representation is %one thro)$h %ifferent

pie *harts an% ta(les )sin$ %ifferent statisti*al tools.

3.1 Sa+ple Si5e-

')rvey 0as *on%)*te% over aro)n% 5 respon%ents .Many respon%ents 0ho 0ere not a(le to fill

)p the )estionnaire have (een intervie0e% over the telephone in or%er to take their val)a(le

fee%(a*k. Most of the respon%ents 0ho have not replie% 0ere online.

3.3 Sa+ple tool-

: s)rvey 0as *on%)*te% )sin$ )estionnaires as a primary tool for %ata *olle*tion. he lan$)a$e

of the )estionnaire 0as n$lish an% 0as simple an% *lear. he )estionnaire 0as (ase% on

relevant se*on%ary resear*h over the internet an% fe0 hypotheti*al )estions 0ere also aske% in

or%er to )n%erstan% the per*eption of respon%ents *ons)min$ %ifferent *offee (ran%s at *offee

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ho)ses all over the *o)ntry 0hi*h in*l)%es many states an% per*eption of *ons)mer $oin$ to

%ifferent *offee ho)ses.

#hapter-6

!ata analsis using cross tabulation

2!.2H of males stay in *offee ho)se 0ithin 1 hrs 18H spen% 1-2 hrs in *offee ho)se an% spen%

1-2 r)pees for their per visit.

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21.H spen% their 1-2 hrs in *offee ho)se an% spen% 2-3 r)pees. 3- r)pee are spen% (y

.,H.

25H of females spen% 1-2 hrs in *offee ho)se an% 1-2 r)pees H spen% 1-2 hrs an% spen%

2-3 r)pees.

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Male earnin$ 3-! lakh spen% 1-2 r)pees i.e. 1H an% 0ho %o not earn spen% 2-3 r)pees

on every visit. "emales earnin$ more than 1 lakh spen% 1-3 r)pees an% not earnin$ spen%

2-3 r)pees i.e. 3H.

#('PT%R-7

7. "IN!IN*S8

hro)$h this resear*h 0e 0ere a(le to fin% o)t that in #n%ia people prefer to sit an% rela/

0hile %rinkin$ *offee as they spen% 1-2


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a *offee ho)se 0ith their frien%s an% *ollea$)es an% spen% some $oo% time 0ith them

0hi*h helps to release their press)re of 0ork or any other iss)e in their lives.

7.1 S$**%SIONS8

:%vertisements %ont affe*t the %e*ision of the *)stomers to0ar%s *offee therefore this is

a matter 0here the (ran%s sho)l% look into. Coffee ho)ses sho)l% make *offee a**or%in$

to every a$e $ro)p as o)r resear*h sho0s that only the a$e $ro)p of 1,-25 is more a*tive

into *offee ho)ses. Most importantly Bran%s sho)l% take some meas)res to retain their

*)stomers.

References

:ltman #. J Lo0 '. N%s.O N1882O.Place attachment.=e0 Kork Plen)m Press.

:n%alee( '. J Con0ay C. 2! QC)stomer satisfa*tion in the resta)rant in%)stry an

e/amination of the transa*tion-spe*ifi* mo%elR!"rnal !# Ser$ices Marketing vol. vol. 2 N1O

pp. 3-11

:nkomah '. J Kiri%oe . 2! Q>r$ani* an% Conventional "oo% : Literat)re &evie0 of

the *onomi*s of Cons)mer Per*eptions an% Preferen*esR Final Re%!rt& >r$ani*:$ri*)lt)re Centre of Cana%a.

:n)rit . =e0man 7. J Chansarker B. 1888 QCons)mer Behavior of L)/)ry

:)tomo(iles a *omparative st)%y (et0een hai an% 97 C)stomersR Disc"ssi!n

Pa%er&Lon%on Mi%%lese/ 9niversity B)siness '*hool.

Bailey ' J '*h)ltz D 2 QC)stomerBran% Loyalty in an #ntera*tive Marketpla*eR

!"rnal !# A'$ertising Research vol. no. 3 p. 1.

Bal%in$er :L J &)(inson 188! QBran% Loyalty he Link (et0een :ttit)%e an% BehaviorR

!"rnal !# A'$ertising Research vol. 3! no. ! p. 22.

Marketing Research


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Coyles ' J ;okey C 22 QC)stomer &etention #s =ot no)$h Defe*tin$ C)stomers :re

"ar Less of a Pro(lem han C)stomers 6ho Chan$e heir B)yin$ Patterns. =e0 6ays

of 9n%erstan%in$ hese Chan$es Can 9nlo*k the Po0er of LoyaltyR The Mc(inse)

*"arterl) p. ,1.

Do)$las =. 2! Q:n /amination of


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=. "eimer J . ;eller N%s.O nvironmental Psy*holo$y Dire*tions an% Perspe*tives. =e0

Kork Prae$er.

'tra)ss :. J Cor(in . N188,O. +asic *"alitati$e Research,Techni0"es an' %r!ce'"res #!r

'e$el!%ing gr!"n'e' the!r).ho)san% >aks C: 'a$e P)(li*ations.

'tokols D. J 'h)maker '. N18,1O.Pe!%le in %laces, A transacti!nal $ie !# settings. #n

minor research paper

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