starbucks vs cafe coffee day - understanding the consumer preferences
TRANSCRIPT
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UNEARTHING COFFEEMGB Group 4
Noopur GahalanRajdatta Madiwale
Digvi ShahGanesh Prasad Nagarajan
Pranav Rathi
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COMPANIES SELECTED
StarbucksVS
Café Coffee Day
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TARGET SEGMENTCountry: India (1.2 Billion)Age: 18 years to 25 years (18%)Income Demographic: Urban Population (28%)Middle class and Upper class: (30%)
Total Market Size Calculation: 1.51% of 1.2 Billion
18.12 Million Young Urban Upper Class People in India
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VARIABLES
Dependent Variable:Intention to Purchase Coffee
PriceAvailability
TasteAmbience Hospitality
Independent Variables
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QUESTIONNAIRE TO TEST IDEAL DATA POINTSImagine you have the power to change the PRICE of your coffee shop experience: how important do you think is that power?
1 – 2 – 3 – 4 – 5 - (not a cool super power to the best super power ever!)
Would you say - "taste of the coffee is the only reason why I visit a coffee shop"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
How important is ambiance for your coffee experience?
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How close should your perfect coffee shop be to you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
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QUESTIONNAIRE FOR STARBUCKSHow does the price at Starbucks compare to the ideal price that you will be happy to pay?
1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)
Would you say - "Starbucks's coffee tastes the best"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
Please rate the ambiance of Starbucks:
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How important is it for a Starbucks to be near you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
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QUESTIONNAIRE FOR CAFÉ COFFEE DAYHow does the price at CCD compare to the ideal price that you will be happy to pay?
1 – 2 – 3 – 4 – 5 - (it is the perfect price to it could be cheaper)
Would you say - “CCD's coffee tastes the best"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
Please rate the ambieance of CCD:
1 – 2 – 3 – 4 – 5 (Does not matter to most important)
How important is it for a CCD to be near you?
1 – 2 – 3 – 4 – 5 (Does not matter in my choice of coffee shop toThe coffee shop must be next door)
Would you say - "I am willing to compromise on all other aspects of the coffee shop experience if hospitality of the staff can be increased greatly"
Strongly disagree - Moderately disagree - Neutral - Moderately agree - Strongly agree
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SNAKE CHART
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INFERENCE FROM THE SNAKE CHART
Café Coffee Day has inferior Taste and Ambience as compared to the ideal standards tested in the questionnaire. Its competitor Starbucks tested better than ideal standards for ambience and is very close to ideal standard for taste.
It is also viewed as a less popular, cheap coffee shop. Changing consumer perception will help increase sales and generate revenue.
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IMPROVING PRODUCT POSITION
BRANDING THE
COFFEE BEANS
CELEBRITY SPOTTINGS
AT CCD
REINFORCE POSITIVE
IMAGE WITH FEEDBACK
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Corner
Awesome Vacation DestinationsTravel the world to exotic destinations
Vacation destinations
• Health benefits of coffee
• Coffee helps you socialize more
• Link between Coffee and happiness
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This Billionaire has the most expensive yacht in the world!
Click to see pictures
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MANIFEST MOTIVES Drinking
coffee
For a cup of good coffee
A sense of
freedom and
being an adult
Social validatio
n and belongin
g
Feeling of
elation and
euphoriaCompensa-tion for
being too
young to go to bars
To hang out with friends
To grab a quick snack
To access
free Wi-Fi LATENT
MOTIVES
MOTIVES
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THANK YOU
THANK YOU