nescafe

STUDY OF CUSTOMER SATISFACTION OF CAFÉ

NESCAFE

A project submitted to the faculty of Management in partial fulfillment of the requirement for the degree,

University of Mumbai

Under the guidance ofSubmitted By :

Mr. Yogesh.MMS IV - Marketing

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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 Café Nescafe” under my supervision and guidance as partial fulfillment of the requirements of MMS course, Mumbai University

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TABLE OF CONTENTS

SR.NO.

TOPICPAGE

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. CUSTOMER 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

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EXECUTIVE SUMMARYThe research was conducted to find the satisfaction levels of customers

visiting café Nescafe outlets across Mumbai. Initially some background

data about the major competitors of café 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

café 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 respondent’s associate coffee shop

with café Nescafe. This in itself is a testimonial to the fact that café

Nescafe today 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 PROBLEMTo measure the customer satisfaction of café Nescafe across Mumbai

RESEARCH OBJECTIVE1. 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. 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

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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 1950s,

coffee had become the beverage of choice for teenagers, who were

flocking to coffee-houses to hear the new rock ’n’ roll music.

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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.

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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.

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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 customers falling

in the 15-29 year age bracket

• Each café, 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

• 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

RANGE OF PRODUCTS OFFERED

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EspressoStrong black coffee ...no frills.

Espresso Americano Lighter espresso for mellow moods.

MacchiatoExpresso topped with milk foam.

CappuccinoThe hottest selling item,prepared in true Italian style.

Cafe Latte Espresso with milk. A light coffee.

ChococinnoA 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 COFFEECold coffee blended with ice Strawberry Colada

Rich strawberry shake. With whipped cream

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CUSTOMER PROFILE

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 café are male and 40% are

female.

52% of customers who visit the cafes are students.

18% of the customers visit the cafes daily while another 44%

visit weekly.

Each café, depending upon its size attracts between 1000 and

2500 customers daily, mainly between 4pm and 7 pm.

Customers describe Café 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.

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MAJOR

COMPETITORS

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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.

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 customers.

In coffee,items like Cappuccino, Expresso, Caffe Mocha, Caffe Americano

and the like are consumed more.

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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

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

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An exploratory research was conducted in order the study the consumer

perception about CAFÉ 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 CAFÉ NESCAFE

within mumbai.

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.

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 customer

expectations and develop further strategies based on the findings of this

study.

DATA ANALYSIS

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

The above graph shows that café Nescafe has attained enough share in

the mind of the consumers to make café Nescafe as the dominant for

coffee shop.

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First top of mind for 'coffee shop'

First top of mind

missing

ambience

chat with friends

others

hanging out

coffee

Café nescafe

Cou

nt

30

20

10

0

6

14

32

20

11

24

Café 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.

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Visits to coffee shop

Visits to coffee shop

missingonce a fort nightonce a weekonce

Per

cent

50

40

30

20

10

0

39

35

25

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

shop is not fully utilized during other time slots. Café 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’

People accompanying

5 6.3 6.3 6.3

75 93.8 93.8 100.0

80 100.0 100.0

family

friends

Total

ValidFrequency Percent Valid Percent

CumulativePercent

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.

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Time of visiting

Time of visiting

nighteveningafternoon

P er

ce nt

70

60

50

40

30

20

10

0

11

65

24

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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How many people accompanying

How many people accompanying

more than 3 people3 people2 people1 person

Per

cent

40

30

20

10

0

38

202121

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.

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Time spend

Time spend

more than 1 hr30 mins - 1 hrless than 30 mins

Per

cent

60

50

40

30

20

10

0

39

55

6

The graph shows, that the purpose of visiting café Nescafe is more often

to spend time as compared to drinking coffee. Relaxation, as a purpose,

comes a close second.

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Purpose of visiting

Purpose of visiting

othersrelaxationspending timedrinking coffee

Per

cent

50

40

30

20

10

0

8

33

40

20

Coffee is the product consumed most often among the products being

offered followed by cold beverages.

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Products consumed in the coffee shop

10.8%

19.9%

19.3%10.8%

39.2%

Snacks

Cold Beverages

PastriesIce cream

Coffee

Majority of the respondents carry a positive perception about the quality

and freshness of the coffee offered at café Nescafe as close to 42

respondents gave a rating of 7 and above.

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Freshness of café Nescafe‘s coffee

Freshness of coffee

missing10987654

yes

30

20

10

03

10

2

20

1011

6

3

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

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First specification of additional product

First specification of additional product

missing

others

heavy meals

more variety in snac

Per

cent

70

60

50

40

30

20

10

0

61

13

4

23

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.

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extremely dissatisfiedsomewhat dissatisfied

neither satisfied nor dissatisfiedsomewhat satisfiedextremely satisfied

missing

Flavour offered

Pies show percents

1.25%1%

3.75%

4%

16.25%16%

51.25%51%

26.25%26%

1.25%1%

Respondents income profile

11.2%

35.0%

28.7%

13.8%

11.2%

missing

nil

above 10000 pm

5000 - 10000 pm

3000 - 5000 pm

The taste of coffee has also found favour with the customers as has been

reflected by the above graph.

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

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extremely dissatisfiedsomewhat dissatisfiedneither satisfied nor dissatisfiedsomewhat satisfiedextremely satisfied

Taste of coffee

Pies show percents

8.75%

9%5.00%

5%

8.75%

9%

58.75%

59%

18.75%

19%

extremely dissatisfiedsomewhat dissatisfiedneither satisfied nor dissatisfiedsomewhat satisfiedextremely satisfiedmissing

Aroma of coffee

Pies show percents

2.50%

3.75%

4%

15.00%

15%

46.25%46%

31.25%

1.25%

The appearance of coffee has also been liked by the customers and

thus carries a positive image.

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extremely dissatisfiedsomewhat dissatisfiedneither satisfied nor dissatisfiedsomewhat satisfiedextremely satisfiedmissing

Looks of coffee

1.25%

1%

3.75%

4%16.25%

16%

37.50%

38%

36.25%

36%

5.00%

5%

Customer's experience of time taken

Time between order and receiving the productnoyes

Cou

nt

70

60

50

40

30

20

10

64

16

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

Café Nescafe comes out strong with the friendliness of the sales

representatives as the majority of customers go with being ‘extremely

satisfied’.

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Break Up of percieved time taken

in service delivery

65.0%7.5%

7.5%

15.0%

5.0%

missing more than 15 mins

10-15 mins

5-10 mins

less than 5 mins

The salesmen are also perceived as being extremely responsive to the

customers.

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The salesmen are largely perceived to be neat with a good appearance too.

They are perceived as being good at their communication skills too among, the respondents.

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

customers.

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

there is scope for improvement.

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extremely satisfiedsomewhat satisfied

neither satisfied nor dissatisfiedsomewhat dissatisfied

Current level of service

10

20

30

40

Co

un

t

24

40

97

The data about the complaints being handled by café nescafe is too

fragmented to draw any definite conclusions, but it does reflect an

area of probable improvement.

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Respondents experience about

complaints handled by the shop

12.5%

17.5%

37.5%

17.5%

15.0%

extremely satisfied

somewhat satisfied

neither satisfied no

somewhat dissatisfie

extremely dissatisfi

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Respondents gender profile

40.0%

60.0%

female

male

Respondents probability of next visit

2.5%

47.5%

30.0%

11.2%

8.7%

missing

definitely

probably

probably not

definity not

Respondents probability of recommending

the shop to others

1.3%

35.0%

35.0%

21.3%

7.5%

missing

definitely

probably

probably not

definity not

The probability of the next visit is extremely high among most of the

respondents reflecting a positive over all experience of the customers 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

6 16 22

10 8 1 19

7 14 1 4 26

2 5 1 8

5 5

25 48 2 5 80

much more than iexpected

somewhat more thani expected

about what i expected

somewhat less than iexpected

much less than iexpected

Ambience

Total

16-21yrs 22-27 yrs 28-33 yrs34 yrs &above

Age

Total

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

10 9 2 21

6 13 1 20

7 14 1 2 24

2 8 1 11

4 4

25 48 2 5 80






Productquality

Total


Age

Total

People across all age groups are generally satisfied with the product

quality.

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Service quality * Age Crosstabulation

Count

2 8 1 11

11 8 3 22

7 23 2 1 33

4 7 11

1 2 3

25 48 2 5 80






Servicequality

Total


Age

Total

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

4 6 10

4 10 3 17

6 11 1 18

4 15 2 21

7 6 1 14

25 48 2 5 80






Privacy

Total


Age

Total

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.

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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 café 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 café 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 café 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 café

Nescafe coffee. This depicts that people associate café 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.

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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 café 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 café 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 café Nescafe coffee shop.

CAFÉ 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.

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LIMITATIONS OF THE

PROJECT

Limited Sample Size

This study is restricted to the geographical limits of Mumbai

Time constraint

Respondent biasness

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RECOMMENDATIONS

Café 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.

Café 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 café 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”

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SUMMARYHaving 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. Café Nescafe opened

in India in 1999. The project was undertaken to find the customer

satisfaction levels for café Nescafe across the city of Mumbai.

After conducting a pilot study, the opinion was that café 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 café 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 café 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 SHOP1. 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 SHOP3. 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

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

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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.

11. Would you like to add any product category?

No ٱ Yes ٱ

12. If Yes, please specify_______________________________________________________________________________________________________________________________________

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

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10

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)

____________________________________________________________________

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

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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

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

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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 coffee shop in next one month

b) your recommending the coffee shop to others.

CUSTOMER PROFILE25. 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

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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

www.nescafe.co.in

www.cafecoffeeday.com

www.barista.co.in

www.google.com

www.businessline.com

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http://www.businessline.com/

http://www.google.com/

http://www.barista.co.in/

http://www.cafecoffeeday.com/

http://www.nescafe.co.in/

http://www.economictimes.com/

http://www.indiainfoline.com/

http://www.spss.com/

nescafe

Documents

caf nescafe page

nescafe brand of coffee

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coffee major

frequent caf nescafe

filter coffee

coffee guru

drinking coffee