Café Coffee Day

PROJECT REPORT ON

EMPIRICAL STUDY ON CAFÉ COFFEE DAY, VIDYAVIHAR STATION

FROM CONSUMER AND RETAIL PERSPECTIVE

CARRIED OUT AT CAFÉ COFFEE DAY VIDYAVIHAR, MUMBAI

SUBMITTED BY

PALLAVI SRIVASTAVA

ROLL NO 55

IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR

MASTER IN MANAGEMENT STUDIES

2011-2013

UNDER THE MENTORSHIP OF

PROF. RAMKISHEN

AND GUIDANCE OF

PROF. BRAJESH BOLIA

UNIVERSITY OF MUMBAI

K.J. SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VIDYANAGAR, VIDYAVIHAR (E), MUMBAI - 400077

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DECLARATION

Pallavi Srivastava, a student of MMS- Marketing, semester IV of University of Mumbai of 2011-

2013 batch at SIMSR do hereby declare that this report entitled “Empirical Study On Café
Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” has been carried out
by me during this semester under the mentorship of Prof.Ramkishen and under the guidance of
Prof. Brajesh Bolia as per the norms prescribed by the University of Mumbai, and the same work
has not been copied from any source directly without acknowledging for the part/ section that
has been adopted from published/ non-published works.

I further declare that the information presented in this project is true and original to the best of
my knowledge.

Date:

Place: Mumbai

PALLAVI SRIVASTAVA

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CERTIFICATE

I PROF. RAMKISHEN, hereby certify that Miss. Pallavi srivastava studying in second year
MMS- Marketing, batch 2011-2013 at SIMSR has completed the project “Empirical Study On
Café Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” under my
guidance, as per the norms prescribed by the University of Mumbai, in the academic year 2011-
2013.

I further certify that the information presented in this project is true and original to the best of my
knowledge and belief.

Date:

Place: Mumbai

PROF. RAMKISHEN

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CERTIFICATE

I PROF. BRAJESH BOLIA, hereby certify that Miss. Pallavi srivastava studying in second year
MMS- Marketing, batch 2011-2013 at SIMSR has completed the project “Empirical Study On
Café Coffee Day, Vidyavihar Station From Consumer And Retail Perspective” under my
guidance, as per the norms prescribed by the University of Mumbai, in the academic year 2011-
2013.

I further certify that the information presented in this project is true and original to the best of my
knowledge and belief.

Date:

Place: Mumbai

PROF. BRAJESH BOLIA

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ACKNOWLEDGEMENT
It is with a sense of gratitude, I acknowledge the efforts of entire hosts of well
wishers who have in some way or other contributed in their own special ways to
the success and completion of this project.

I would like to thank my Project Mentor at SIMSR Prof. Ramkishen who has been
very helpful in the completion of this project.

I sincerely express my thanks to my Project Guide Prof. Brajesh Bolia for his
valuable guidance, intellectual suggestions and constant help in a lot of various
ways during project course.

Also, I express my sincere thanks Prof. Ralston for sharing his experience with
Café Coffee Day as an employee.

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Table of Contents
History ................................................................................................................... 7
Positioning ............................................................................................................. 7
Advertising, Sales Promotion and Segmentation Strategy ..................................... 8
Generic Competition ............................................................................................ 10
Introduction ......................................................................................................... 11
Types of Location ................................................................................................. 11
Catchment area ................................................................................................... 13
Pricing .................................................................................................................. 13
Café moment ....................................................................................................... 14
Structure .............................................................................................................. 15
Expansion Strategy .............................................................................................. 16
Vidyavihar, CCD (Meeting Point) .......................................................................... 19
Store Layout......................................................................................................... 19
BCG matrix ........................................................................................................... 20
Customer Survey.................................................................................................. 21
Detail Analysis of the Customer Survey ................................................................ 22
Recommendations to improve the Vidyavihar, CCD ............................................ 32
References ........................................................................................................... 34
Appendix.............................................................................................................. 35

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History

About Café Coffee Day

Café Coffee Day is a division of India‟s largest coffee conglomerate, Amalgamated Bean Coffee
Trading Company Ltd. (ABCTCL), popularly known as Coffee Day. This is a Rs. 300 crore ISO
9002 certified company. Its chief customers are in USA, Europe & Japan. Based in Chickmaglur,
home of some of the best Indian Coffees, Coffee Day has its business spanning the entire gamut
of coffee consumption in India. Its different divisions include:

Coffee Day Fresh n Ground (354 Coffee bean and powder retail outlets)
Coffee Day Xpress (341 Coffee Day Kiosk)
Coffee Day Take away (7000 Vending Machines)
Coffee Day Exports
Café Coffee Day
Coffee Day Perfect (FMCG Packaged Coffee) division

Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at
Brigade Road in Bangalore. Till about late 1990‟s coffee drinking in India was restricted to the
intellectual, the South Indian traditionalist and the five start coffee shop visitor. As the pure (as
opposed to instant coffee) coffee café culture in neighboring international markets grew, the need
for a relaxed and fun “hangout” for the emerging urban youth in the country was clearly seen.
Recognizing the potential that lay ahead on the horizon, Café Coffee Day embarked on a
dynamic journey to become a large organized retail café chain with a distinct brand identity of its
own.

Positioning

Café Coffee Day, at its inception in 1996 was the vanguard of a café culture in India. At a time
when the country was growing well economically and young India enjoyed higher spending
power, CCD as it‟s popularly known, started to set up the first retail chain of coffee bars. It broke
new ground in 1999 when the entire market grew phenomenally with the entry of new players.

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From the beginning, it positioned itself as being a coffee bar and has maintained that positioning
for a long time now. For a consumer, CCD represents a “fun place” where one can go with a
whole bunch of friends at any time of the day and have a good time, over coffee.

In 2002, Café Coffee Day underwent a rebranding exercise through a change in its logo. The
earlier logo was a simple red square with white streak running across, and „Coffee Day‟ written
at the bottom. At this stage, CCD was still perceived as a South Indian coffee joint similar to the
Coffee House in Kolkata, a place where intellectuals meet and spend their time discussing issues.
CCD saw a latent market in youngsters, who were increasingly looking for a place to spend time
with friends and have fun. It then created an umbrella mother brand, Coffee Day and four sub-
brands to represent the various activities. The logo then incorporated red, white and green colors,
a larger font emphasis on the word „Café‟. According to the company, red signifies leadership
and passion and the white swirl stands for purity of purpose and the feel of coffee. The new color
green endorsed the long heritage of CCD in growing coffee.

Advertising, Sales Promotion and Segmentation Strategy

Café Coffee Day does not look at mass media as a viable area of advertising or marketing spend.
CCD is advertised through barter deals with other brands for ground events.

BELOW-THE-LINE ACTIVITIES:

2003- Levi‟s launched a new range of Low Rise jeans through a campaign called „6”
below‟. CCD displayed POPs of Levi‟s in all its outlets during the campaign
2004- The launch of Liril Orange soap by HLL was conducted in Café Coffee Day
2004- TVS Scooty tied up with CCD for events in the coffee bars and at malls on
Valentine‟s Day in February
2004- CCD was the official ground partner for the Channel V Get Gorgeous contest

IN-FILM ADVERTISEMENTS:

Some Telugu and Tamil films with prominent brand placement

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Hindi films- It started with Bas Yun Hi and then conscious advertisement decisions were
made for Khakee, Main Hoon Na, Kyun Ho Gaya Na and Mujhse Shaadi Karoge
Youtube ads- Sit down for love song

All these movies were targeted at young movie-goers, teenagers and people looking for light-
hearted entertainment. These are much the same kind of people who are likely to visit Café
Coffee Day .

SALES PROMOTIONS:

Merchandising – Every CCD stocks merchandise ranging from coffee mugs, T-shirts,
caps, bags, coffee filters, mints, different flavors of coffee powders, tea and cream,
wafers and biscuits. It also merchandises promotional materials for other brands it
associates with
Café Beat – An in-house magazine which gives the entire low-down on what‟s happening
in CCD outlets across the world. It describes experiences of customers, celebrations in
CCDs, and covers youth-centric topics like movies, music, travel, lifestyle, e-dating,
books and careers. Around 38% CCD goers read Café Beat and some carry it back with
them
CCD has now tied up with WorldSpace and Microsense to provide satellite connectivity
in its outlets

SEGMENTATION STRATEGY:

Café Coffee Day has its main consumer base in the age group of 15-29 years. Its customers are
mainly middle class and upper middle class youth who are upwardly mobile. From the market,
CCD seeks to target not just the youth but anyone who is “young at heart”. More than 10% of
their customers are above 35 years of age. The evidence of the connect CCD has been able to
make, particularly among the youth, comes from the findings of Brand Equity‟s Most Trusted
Brands survey. The most reputed media house in the country (The Economic Times) has brought
the voice of the people! They say Cafe coffee day leads as far as „trust‟ is concerned. Cafe
Coffee Day is much loved and trusted. Cafe Coffee Day has been ranked No.2 in Brand Equity,

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India's most trusted list of food services brands. Cafe Coffee is at position 29 in so far as service
brands in general. Cafe Coffee Day is up four positions since 2010.

Generic Competition

Direct Competitors:

Barista – This is the closest competitor to Café Coffee Day in the Indian market. They
target the same class of upwardly mobile youth and young professionals. But Barista is
often viewed as a place to unwind after a hard day‟s work or an ideal setting for some
business meetings.
Café Mocha – This aims at providing a level of experience to the consumer which is hard
to imitate. Inspired by Morocco and Turkey, Mocha offers not just coffee but also
sheeshas from Egypt and gourmet desserts. Mocha calls itself „a coffee shop for the soul‟

Indirect Competitors:

Eateries like McDonald‟s pose competition to CCD as they are likely attractions for a
consumer to be drawn to. A consumer can well contemplate why he should spend around
Rs. 45 on a coffee when he can get a burger and a coffee for the same price at
McDonald‟s
Local tea joints and coffee shops like Café Nescafe – They are smaller places but
nevertheless target the same set of consumers. Hence, CCD has to consider the threat a
shop like this could pose to it

Global Competitors:

Starbucks would pose a stiff competition for even an established brand like CCD

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Introduction

This project is to study the feasibility of CCD, Vidyavihar from both consumer and retail
perspective. There are total all 3 CCDs in the vicinity which includes – 2 CCDs in Ghatkopar
East and one Shop-in-Shop CCD in Shoppers Stop, Chembur West. The study includes
comparison of the Vidyavihar CCD with that of the other 3 CCDs.

The objectives of the project are:

i. To understand the current model used by CCD at Vidyavihar Station

ii. Understand the customer and retail perspective of the outlet
iii. Feasibility of the outlet in terms of location based on consumer survey
iv. Suggest promotional strategies to improve the footfall based on consumer survey

Types of Location

The CCDs can be divided into 6 formats depending upon the area, place and types of customer it
will serve.

These 6 formats are as follows:

1. Stand Alone:
This type of location is basically any stand-alone building that can be tucked away in a
neighborhood location or right off a busy street. Depending on the landlord, there are
generally no restrictions on how a retailer should operate his business. It will probably
have an ample parking and the cost per square foot will be reasonable.
Unlike the attached retail locations where customers may wander in because they were
shopping nearby, the retailer of a free standing location has to work at marketing to get
the customer inside.

2. Shop-in-Shop

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The “shop in shop” retail concept is where a brand owner or retailer takes space in
another retailer‟s store and fits it out to provide selling space dedicated to that secondary
company‟s products.
Similarly, CCD has shop in shop format in Crossword to give the experience of a book
café. This makes it a place where book lovers can go and have a sip of coffee in a
peaceful and cozy ambience while reading their favorite genre of books.
CCD is also there inside few Shopper‟s stop to change the shopping experience
altogether. While the girls shop, guys can chill inside CCD and read Café Chronicle.

3. Corporate Format
In this format CCDs are open inside a corporate campus or corporate offices. This is a
very popular format as the corporate people can have small coffee meetings in CCD. This
type of format is quite popular in metro cities and gaining popularity in tier 2 and tier 3
cities as well.

4. Travel Hubs
The CCDs are open in travel hubs to make it convenient place for travelers to hang out
while they wait for their transportation. These types of formats are usually seen on
Airports, Petrol Pumps, Bus stands etc.
The target group is travelers and tourists. And thus takeaway format also works here.

5. Highway Café
Here the CCDs are placed on highway to attract the traffic on highway and people going
through highways.
Here the logo and the coffee fragrance plays the major role of attracting the customer.
People halt to take a sip of coffee to remain awake while driving through a long route.

6. Airport Café

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Here the CCDs are placed inside the airport for passengers waiting for their flights.

Catchment area

During the location process, retailers are usually faced with the problem of defining the area they
wish to move into. This is called the Catchment area. The term, catchment area, is borrowed
from the geography and describes the sphere of influence around an area of interest or
importance. For retail location strategy, the retail catchment area is the geographical area from
which a store draws its customers. It can also refer to the shopping area of any retail outlet such
as shopping malls, factory outlets or shopping centers.

A retail catchment area is the sphere of influence around a retail attraction from which the
retailers is likely to draw customers.

In general, catchment areas are illustrated using maps which may be to scale or simply drawn as
a representation of the actual area (fig). A typical catchment area map will show a main shopping
center or store at the focus of the map, with other centers pinpointed to illustrate the pull of these
attractions. The reason why other centers are shown is that these create a draw and can distort the
potential of the main center as customers may go elsewhere.

Pricing

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CCD follows Differentiated Pricing Strategy. CCDs have value proposition of all kinds equal to
society, especially, when they open in mid-market. It is different for different outlets. The pricing
depends on consumer potential and what are the input costs that go into running that store,
including rentals. CCDs have different pricing across different retail points.

Pricing in CCD is not determined by competition but by customers. CCDs have a good
understanding of the cafe consumer which has been detailed into their business strategy
including pricing.

Prices also vary with rentals and demographics.

The pricing of CCD is classified into following types:

P0: This format of pricing is used in tier 3 or tier 4 areas. The items are cheaper than other
formats. This is based on the income level of the catchment area.

P1: This format of pricing is used in tier 2 or tier 3 areas. The items are cheaper than rest of the
formats but higher than P0.

P2: This format of pricing is used in tier 2 or tier 3 areas. The items are cheaper than rest of the
formats but higher than P0 & P1

P3: This format of pricing is used in tier 2 or tier 1 areas. The items in menu are expensive than
the other formats but less expensive as compared to P4, Lounge and Square formats.

P4: This format of pricing is for plush areas where the income of catchment area is higher.

Lounge: The lounge format has its own pricing format called the lounge format. It serves to
premium customers at premium price.

Square: The square format also uses its own premium format of pricing. This serves to elite class
of the society. The pricing is based on the ambience and experience delivered.

Café moment

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Cafe Coffee Day (CCD), launched 'Cafe Moments' - the very first pre-paid card usable at all
CCD outlets. It is a tribute to coffee loyalists of the country.
'Cafe Moments' are prepaid cards designed to enable cashless transactions at all the CCD outlets.
Customers can top-up their cards with denominations ranging from Rs. 100 to Rs. 5001 on an
ongoing basis, enabling ease of use on the purchase of food, beverages and merchandise at their
favorite CCD outlets. What's more, the cards are designed to be a great gift item that can be
given out to friends and family members at any occasion. Corporates can also use it as an ideal
fun gift for their employees.

The card takes away the hassle of carrying cash to CCD and allows you to completely focus on
what you're there for -- enjoying the food, beverage and the company. With the ease of payment
that comes with the card, it becomes a must-have for all the CCD frequenters.

Structure

The organizational structure of CCD is as given below:

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An organizational structure consists of activities such as task allocation, coordination and

supervision, which are directed towards the achievement of organizational aims. It can also be
considered as the viewing glass or perspective through which individuals see their organization
and its environment.

Organizations are a variant of clustered entities.

An organization can be structured in many different ways, depending on their objectives. The
structure of an organization will determine the modes in which it operates and performs.

Organizational structure allows the expressed allocation of responsibilities for different functions
and processes to different entities such as the branch, department, workgroup and individual.

Organizational structure affects organizational action in two big ways. First, it provides the
foundation on which standard operating procedures and routines rest. Second, it determines
which individuals get to participate in which decision-making processes, and thus to what extent
their views shape the organization‟s actions.

The structure of Café Coffee Day is very systematic and well defined. The structure might
change as per management‟s discretion. The level of responsibility and the number of stores
under the person increases as he/she moves up the hierarchy.

Expansion Strategy

The different ways to expand the business are as follows:

1. Increase your sales and products in existing markets. This is obviously the easiest and
most risk-free way to expand. This tactic may require a bigger location, different pricing
strategies, new/improved marketing techniques - but it will be in a customer group with whom
you already have a relationship. If you get off track, your present customers will let you know!

2. Introduce a New Product. You have a successful product/service that you have been offering
for some time and have been collecting data, customer feedback and doing the tinkering on your
newest product. This is a normal evolution in business, not just an expansion tactic. When

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positioned as adding value and being responsive to customer needs, this can be a relatively risk-
free way to expand.

3. Develop a New Market Segment or Move into New Geography. Both of these areas require
cost outlays and uncertainty. Moving your products into new categories or demographic
segments requires market research, beta testing and new marketing strategies, i.e. a message for a
16-year old will differ that one for a 60-year old. Management of new remote locations may
absorb significant time and attention. While the risks are more, the payoffs are large - and for
most businesses looking to expand, these two methods of expansion are inevitable.

4. Start a Chain. A restaurant, retail or service business that's easily reproduced and can be run
from a distance is all you need to launch a chain. But, you must be cognizant of what made the
first location a success - was it location, your staff or you? If it is just you, then duplication is
only possible through detailed operations plans and sharing staff between locations. You will
need to duplicate the plan of your first location while meeting increased customer demands.
Starting a chain gives your current staff a crack at "management" duties, training opportunities
and an opportunity to expand their horizons.

5. Franchise or License. While it's a quick way to grow, a franchise agreement can cost
(minimally) $100,000 to prepare. You will need to be a good teacher, be able to prepare the
training manuals (preferably in more than one language), be very organized and willing to travel.
Licensing can carry less risk, but demands giving up a certain amount of control. Licensing a
patent, trademark or industrial design means that you sell manufacturing, distribution or
production rights.

6. Join Forces / Strategic Alliance. A merger or acquisition combines the best of two
companies, expands your customer base, increases intellectual capital and delivers operational
efficiencies. The trick is finding the right partner. These partners may be new distributors, but be
forewarned large retailers exact heavy performance expectations. Can you perform to the letter
of your promise? Can you meet high standards of quality (ISO, or the like) and adapt your
procedures to meet just-in-time delivery? Due diligence and strong contractual arrangements are
essential here.

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7. Go Global. You can decide to go global in a number of ways. Growing markets, rising
consumer spending, improved business climate--sometimes the only place to find these things is
overseas. Doing business internationally can take the form of exporting, licensing, a joint venture
or manufacturing, but whatever forms you choose, the basic business rules apply: assess
customer demand, gain legal and accounting assistance, protect intellectual property and obey
regulations.

More difficult to understand than the regular business affairs may be the cultural nuances -
ignore them at your peril. In some countries, particularly those in Asia, a local partner is virtually
a requirement. Your first stop should be your target country's economic development agency,
which can help marshal local resources to get you on your way, possibly with a small financial
boost. Be patient. Growing your business globally can take more than one "sightseeing trip" to
the region. Here are some steps in going global, from easiest to hardest.

Café Coffee Day follows the expansion strategy mixed with penetration strategy to make sure
that there is at least one CCD after very 5-10 minutes‟ walk. This may seem like cannibalization
to some strategists but end of the day makes it difficult for the potential entrants to enter the
market. Thus the revenue of CCD increases tremendously.

The same strategy they adopted in Vidyavihar and Ghatkopar area of Mumbai where they have
total 4 CCDs.

These CCDs are:

1. Meeting Point CCD, Vidyavihar Station

2. CCD, Vikrant Circle
3. CCD, Dosa Plaza
4. Shop in shop CCD inside Shopper‟s stop

CCD is also expanding itself by going global. All this will lead CCD to compete with all the
major players of coffee retail in the world.

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Vidyavihar, CCD (Meeting Point)

Vidyavihar CCD is called the Meeting Point CCD. It is located outside the Vidyavihar East
station. The area is crowded by auto rickshaw queues and people travelling by train to their
offices and colleges. The place is near Somaiya Campus. The main reason to start Meeting Point
CCD is due to the space constraints and also because of the type of the area which includes
college students and corporate people.

The Vidyavihar, CCD has competition not only from the indirect competitors like dominoes but
also from other 2 CCDs in the vicinity. It needs to take care of all the sources of competition to
sustain in market. Though it is situated at a place from where thousands of people pass through
but the environment outside the store is not attractive enough to pull the crowd.

This is one of the main reasons for the entire study. It is a unique case where location serves as
both advantage and disadvantage.

Store Layout

The store is located very close to Vidyavihar station with area of

the store as 300-1000 square feet. There is a sitting place for 21
people and total 8 tables in the CCD. There is one washroom
inside the CCD for customers. There are total 3 air conditioner
and 4 charging points. They play latest English music in the
outlet. The employees are well dressed. There are usually 2
persons in the outlet. The store timing is 9 am – 11 pm.

This is the only CCD in the vicinity with Chicken items in the menu. This may be because it
being the traveling hub might attract lot of travelers with its variety in the menu.

It was also observed that the chairs were worn out and untidy and the outside environment is also
not very pleasant with auto rickshaw queue and slum dwellings.

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All the merchandises were not

available which gives a very wrong
impression. There was no café chronicle
newspaper kept in CCD. Café Chronicle
is CCD‟s own newspaper. The store
manager‟s ignorance can drastically
affect the overall image of CCD brand.

BCG matrix

It is clearly visible that Vidyavihar CCD is seen as a Question mark on the BCG matrix. This is
because of various factors put together. The factors considered for the decision making includes:

1. Location

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2. Catchment Area
3. Space availability
4. Product availability
5. Cleanliness
6. Footfalls
Etc.

Thus it is very important to take strict action to improve the Vidyavihar CCD to increase the
revenue else it will eat the revenue of other beneficial CCD stores. The improvements can be in
the areas of customer satisfaction, customer loyalty, space utilization, promotions, cleanliness,
maintenance of the store etc.

Customer Survey

To understand what the existing customers feel about Vidyavihar CCD as compared to other
coffee shops and other CCDs in that area, I conducted a small survey with sample size of 40
respondents. These 40 people had been chosen very wisely to get genuine and accurate response
for the Meeting Point CCD, Vidyavihar. The customers were asked questions related to coffee
shops and then were asked how they felt about CCD as a brand and how they see Meeting Point
CCD, Vidyavihar. This questionnaire helped to understand where this CCD was lagging as
compared to other CCD outlets.

The questions asked were as followed

1. Name three coffee shops that you know

2. How often do you visit a Coffee Shop?
3. How much money do you spend at a Coffee Shop?
4. How many people do you go to a coffee place with?
5. Why do you go to a coffee shop?
6. What do you look for when you choose a coffee shop to go to?

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7. Why would you go to a Café Coffee Day?

8. What do you normally eat or drink in a Café Coffee Day?
9. Rate the following factors for Café Coffee Day, Vidyavihar station
10. Ambience of CCD, Vidyavihar
11. Are you aware of the different „formats cafés‟ CCD is coming up with?
12. Will you prefer Take Away format for CCD, Vidyavihar Station?
13. Do you think that CCD, Vidyavihar should come up with special students discount?
14. Would you increase your frequency of visit if special discounts are offered?
15. Do you have any suggestions to improve Café Coffee Day, Vidyavihar Station?

Detail Analysis of the Customer Survey

Sample Size: 40 people

Age of the Respondents

AGE OF THE RESPONDENTS

3%
Age Number of respondents
22 YEARS
22 YEARS 7 17%
20% 23 YEARS
23 YEARS 4
24 YEARS 7 10% 24 YEARS
25 YEARS 13 25 YEARS
26 YEARS 8
33% 17% 26 YEARS
27 YEARS 1
27 YEARS

This clearly shows that coffee culture is popular mainly amongst people within the age group of
21-27 years.

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Thus it becomes very important to plan the promotion and changes in the business strategies
keeping in mind the target group the coffee house is catering to.

From the graph we can observe that maximum respondents who visit coffee shops fall in the age
group of 25-26 years.

This age group doesn‟t belong to the teenage group. It more mature, young and career oriented
target group.

Gender of the Respondents

GENDER OF THE CUSTOMER VISITING

COFFEE SHOP

MALE FEMALE
Gender Number of respondents
MALE 23
FEMALE 17
43%
57%

From the pie chart we can see that 57% of the respondents visiting the Coffee Shops to spend
some leisure time and have a good time are males and 43% are females.

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Frequency of Visit

HOW OFTEN THE CUSTOMER VISITS COFFEE SHOP

Frequency of No. of
Visit Respondents Very rarely
2-3 times a
week 2 Once a month
Once a week 4 Once in two weeks
Once in two Number of
weeks 12 Once a week Respondents
Once a month 11
2-3 times a week
Very rarely 11
0 5 10 15

From the graph we can conclude that maximum people visit coffee shops once in 2 weeks. 11 out
of 40 visit coffee shops once in a month and 11 rarely visit coffee shops.

Amount Spent By Respondents on Coffee Shops

Amount Spent No. of

(in Rupees) respondents AMOUNT SPENT BY CUSTOMER
Less than 60 0 (IN RUPEES)
60-80 4 Less than 60 60-80
80-120 10
Greater than 120 26 80-120 Greater than 120
0% 10%

25%
65%

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From the graph we can conclude that 65% of the people spend more than Rs.120/- in a coffee
shop. This makes it a very flourishing industry and has lot of scope. And it is very interesting to
note that less than 1% of the people spend less than Rs.60/- in a coffee shop.

Group Strength Visiting Coffee Shop

STRENGTH OF THE GROUP

VISITING COFFEE SHOP
40
35
30
25
Group Strength No of respondents 20
Alone 0 15
10
2-4 People 36 5
0 number of
4-8 People 4
respondents
More than 8 People 0

From the graph we can see that maximum people visit coffee shop with 2-4 people group. And
negligible number of people visit coffee shop alone or with more than 8 people.

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Reason for visiting the coffee shop

No. of
Reason for visit respondents REASON FOR VISITING
Only to have coffee 2
To enjoy my private time 5 COFFEE SHOP
Catch up with friends 31
35
For group activities 1 30
Others 1 25
20
15
10
5
0 NO OF
RESPONDENTS

The graph shows that maximum people visit Coffee Shop so that they can catch up with their
buddies. Thus the main purpose of visiting coffee shop is to have a nice time with friends and
colleagues.

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Reason for visiting Café Coffee Day

CONVENIENCE/ QUALITY
Ranks ACCESSIBILITY AMBIENCE OF FOOD PRICE SERVICE
RANK 1 18 13 10 7 3
RANK 2 10 11 11 13 16
RANK 3 2 8 5 6 10
RANK 4 6 7 8 7 7
RANK 5 4 1 6 7 4

The respondents were asked to Rank the factors like convenience/ accessibility, ambience,
quality of food, price, service in the range of rank 1 – rank 5 where rank 1 is of highest
importance and rank 5 is of low importance.

It was found that Convenience/ accessibility were of very important for the respondents. Service
was second most important factor followed by Price.

This helps us to conclude that location plays a very crucial role for CCD. The main reason for
people visiting CCD is because it is accessible and is in the vicinity.

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Items usually consumed in Café Coffee Day

WHAT PEOPLE CONSUME IN CCD

Coffee
Smoothies and similar drinks
Desserts and confectionery
Eatables like sandwich, samosas etc
Coffee,desserts, confectionery & eatables
Coffee and eatables
Coffee,desserts, smoothies, confectionery & eatables

5%

10%
5% 28%

11%

18%
23%

Type of Item No Of Respondents

Coffee 11
Smoothies and similar
drinks 7

Desserts and confectionery 9

Eatables like sandwich,
samosas etc 4
Coffee, desserts,
confectionery & eatables 2
Coffee and eatables 4
Coffee, desserts,
smoothies, confectionery &
eatables 3

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From the responses collected we can see that maximum number of people go to CCD for having
Coffee, Dessert and confectionery.

Factors important for the consumers in Vidyavihar Café Coffee Day

FACTORS RATED FOR VIDYAVIHAR CCD

40
35
30
25
20 Poor
15
10 Average
5
0 Satisfactory
Good
Excellent

availability
Value of quality of
Staff for preferred delivery food quality of
behavior money items time drinks ambience food Location

Excellent 3 6 3 5 3 2 2 7

Good 20 20 17 14 23 14 16 16

Satisfactory 8 0 3 4 2 7 3 5

Average 9 14 13 12 10 15 16 6

Poor 0 0 4 5 2 2 3 6

The factors that are rated good for vidyavihar café coffee day are quality of food drinks, staff
behavior and value for money.

Thus people find that vidyavihar CCD is the place where staff is well mannered and polite and
the quality of drink is also up to the mark.

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Few people ranked the location and delivery time as poor. This shows that consumers are
dissatisfied with the delivery time and it needs improvement.

Awareness about different formats of Café Coffee Day

AWARENESS ABOUT DIFFERENT

Awareness No. of Respondents
FORMATS OF CCD
Yes 8
No 32 YES NO

20%

80%

The above survey shows that 80% of the people despite visiting café coffee day are not aware
about the different formats of it. It is very important to spread awareness about its various format
to attract footfall.

Interest in take away format for Vidyavihar CCD

INTERESTED IN TAKE AWAY FORMAT

Interested In Take FOR VIDYAVIHAR CCD
Away for
Vidyavihar, CCD No. of Respondents YES NO
Yes 24
No 16

40%
60%

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From the survey conducted we found that 60% of the people prefer take away format for the
Vidyavihar CCD. This is because of its vicinity from the station. So it becomes easy for the
students and other people to grab the parcel and catch the train, instead of sitting inside the café
and having coffee.

Special Discount Offer in Vidyavihar CCD

Special Discounts
SPECIAL DISCOUNT SHOULD BE
should be given No. of Respondents
GIVEN IN VIDYAVIHAR CCD
Yes 38
No 2 YES NO

5%

95%

From the responses collected we found that 95% of the respondents feel that special discounts
should be given in Vidyavihar CCD to increase awareness and footfall. They feel its lagging
from dominoes and other outlets nearby in terms of special offers.

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Recommendations to improve the Vidyavihar, CCD

After conducting the detail consumer survey and retail visit to the four café coffee days nearby it
was found that there are many ways in which we can improve the footfalls in Vidyavihar Station
CCD.

1. Converting the format to Take Away:

This will be a major and very bold decision for the company to take. The reason for
suggesting this format is because the CCD is situated near Vidyavihar station. So the
people who pass through this CCD are usually in a hurry and converting to take away can
attract busy crowd.

2. Introducing Student Discount

They can come up special offers for Students considering the fact that its near Somaiya
Campus. This can increase the footfall to some extent and also increase the visibility of
the Meeting Point CCD.

3. Introducing Café Coupon

This will be a special coupon as shown below. This coupon will be valid for a month.
This will ensure 4 visits by the customer in a month. On his first visit he will just be
greeted and not get any free stuff but will have to pay for his food. At the time of billing
the staff will stamp on Visit 1 to indicate the completion of first visit. During second visit
the customer will get a Coffee Free! And a stamp of completion of the visit similarly for
the other visits till he/she gets free samosas.

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4. Making good use of Café Moments Prepaid Card for Vidyavihar CCD
'Cafe Moments' are prepaid cards designed to enable cashless transactions at all the CCD
outlets. Customers can top-up their cards with denominations ranging from Rs. 100 to Rs.
5001 on an ongoing basis, enabling ease of use on the purchase of food, beverages and
merchandise at their favorite CCD outlets.
The suggestion is to give 10%-20% offs on
bill only when the card is used in CCD
Vidyavihar. This will give lot of visibility
and increase the footfalls. This will also
promote the Café Moments card.

5. Increasing the table space at Vidyavihar CCD

There are total 21 chairs and 8 tables in Meeting point CCD. This makes it very
congested and disturbing. The lack of sufficient space makes it very difficult for the staff
to serve and customers to walk. So they should decrease the number of chairs and try to
make it more spacious.

6. Introducing Happy Hours

Meeting point CCD can improve the footfalls by introducing happy hours during day
time to ensure that people visit CCD.

7. Sponsoring Events in colleges

Since the Meeting point CCD is closer to Somaiya Campus they can win customers by
sponsoring various management events like Melange, Nostalgia, Metamorph, National
Retail Summit etc. This way they can conduct various competitions to promote the store.
And can give away coupons that can be used only in Meeting Point CCD.

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References

1. www.cafecoffeeday.com

2. articles.economictimes.indiatimes.com

3. www.accessmylibrary.com

4. retail.about.com

5. www.wikipedia.com

6. Experience of Prof. Ralston, Ex-employee of CCD

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Appendix
Questionnaire- CCD, Vidyavihar station
Name:

Age:

Sex:

Occupation:

1. Name three coffee shops that you know

a.
b.
c.
2. How often do you visit a Coffee Shop?
a. 2-3 times a week
b. Once a week
c. Once in two weeks
d. Once a month
e. Very rarely
3. How much money do you spend at a Coffee Shop? (in Rupees
a. Less than 40
b. 40-80
c. 80-120
d. Greater than 120
4. How many people do you go to a coffee place with?
a. Alone
b. 2-4
c. 4-8
d. More than 8
5. Why do you go to a coffee shop?
a. Only to have coffee
b. To enjoy my private time
c. Catch up with friends
d. For group activities (group studies, presentations, meetings
6. What do you look for when you choose a coffee shop to go to? (Rank in order of preference 1-
highest, 5-lowest
a. Convenience/ accessibility
b. Ambience
c. Service
d. Quality of food
e. Price

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7. Why would you go to a Café Coffee Day? ( You can choose more than one
a. Convenience/ accessibility
b. Ambience
c. Service
d. Quality of food
e. Others (please specify
8. What do you normally eat or drink in a Café Coffee Day? ( you can choose more than one
a. Coffee
b. Smoothies and similar drinks
c. Desserts and confectionery
d. Eatables like sandwich, samosas etc
9. Rate the following factors for Café Coffee Day, Vidyavihar station ( Tick the choice most
applicable

Excellent Good Average Satisfactory Poor

Staff behavior
Value for money
Availability of
preferred items
Delivery time
Quality of food
drinks
Ambience
Quality of food
Location
10. Ambience of CCD, Vidyavihar ( tick preference
a. Comfort and feel – relaxed / just comfortable/ congested
b. Lighting and color – bright / sufficient / dull
c. Entertainment – engaging / I don’t mind it/ irritating
d. Table space – adequate / sufficient / not enough
11. Are you aware of the different ‘formats cafés’ CCD is coming up with?
a. Yes
b. No
12. Will you prefer Take Away format for CCD, Vidyavihar Station?
a. Yes
b. No
13. Do you think that CCD, Vidyavihar should come up with special students discount?
a. Yes
b. No
14. Would you increase your frequency of visit if special discounts are offered?
a. Yes
b. No
15. Do you have any suggestions to improve Café Coffee Day, Vidyavihar Station?

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Responses Collected

NAME AGE SEX OCCUPATION

pallavi 25 FEMALE STUDENT
Ruchira Parikh 25 FEMALE STUDENT
Nikita Chitalia 23 FEMALE STUDENT
Dhwani Vibhakar 22 FEMALE STUDENT
Vibhav Shukla 27 MALE STUDENT
Mridul Jain 25 FEMALE STUDENT
anupama jain 25 FEMALE STUDENT
Amit 23 MALE STUDENT
Gautam Lulla 24 MALE STUDENT
karan shah 26 MALE STUDENT
hinal 22 FEMALE STUDENT
jinang kothari 25 MALE STUDENT
Pranav ved 24 MALE STUDENT
DigZ 26 MALE STUDENT
Ankit Bavishi 25 MALE STUDENT
kanav karol 24 MALE STUDENT
Delnaz Elavia 22 FEMALE STUDENT
hardik p shah 25 MALE STUDENT
Jiten Pujara 25 MALE STUDENT
Rohan Nayak 26 MALE STUDENT
Kritika goyal 22 FEMALE STUDENT
Keith 26 MALE STUDENT
Yashvardhan
Chamaria :) :) :) 23 MALE STUDENT
Neha Goyal 23 FEMALE STUDENT
Jigar 26 MALE STUDENT
aayushi 22 FEMALE STUDENT
niyati 24 FEMALE STUDENT
Tilottama Sanyal 26 FEMALE STUDENT
varun jalan 24 MALE STUDENT
nikesh shah 26 MALE STUDENT
namrata 22 FEMALE STUDENT
sunil rao 25 MALE STUDENT
saurabh muley 24 MALE STUDENT
bhavik solani 26 MALE STUDENT
dewang doshi 25 MALE STUDENT
karan karol 24 MALE STUDENT
janeesha doshi 22 FEMALE STUDENT
hardik mahesh
shah 25 MALE STUDENT
poorva mishra 25 FEMALE STUDENT
poonam 25 FEMALE STUDENT

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How much How many

How often do money do you people do you Why do you go
Name 3 coffee shops you visit a spend at a go to a coffee to a coffee
that you know Coffee Shop? Coffee Shop? place with? shop?
2-3 times a Greater than To enjoy my
ccd, baristaa, mocha week 120 '2-4 private time
CCD, Barista, Costa Greater than Catch up with
coffee Once a month 120 '2-4 friends
For group
activities (group
studies,
presentations,
CCD,starbucks,barista Once a week 80-120 '2-4 meetings etc)
ccd, barista, costa Once in two Greater than To enjoy my
coffee weeks 120 '2-4 private time
CCD, Barista , Greater than Catch up with
Starbucks Once a month 120 '2-4 friends
CCD, Barista, Coffee Greater than Catch up with
beans Very rarely 120 '2-4 friends
CCD, Barista, Coffee Greater than Catch up with
beans Very rarely 120 '2-4 friends
Catch up with
CCD, Mocha, barista Once a week 80-120 '4-8 friends
Barsita, CCD, Costa Catch up with
Coffee Once a month 80-120 '2-4 friends
starbucks
,costa,barista,gloria Once in two Greater than Catch up with
jean,ccd weeks 120 '2-4 friends
Once in two Greater than To enjoy my
costa, starbucks, ccd weeks 120 '2-4 private time
Once in two Greater than Catch up with
ccd, barista, starbucks weeks 120 '2-4 friends
Star bucks, ccd, Greater than Catch up with
barista Very rarely 120 '2-4 friends
starbucks, ccd, gloria Greater than Catch up with
jeans, Once a month 120 '2-4 friends
CCD, Costa Coffee, Greater than Catch up with
Starbucks Once a month 120 '2-4 friends
Barista,cafe coffee Once in two Only to have
day,Costa coffee weeks 40-80 '2-4 coffee
Barista, Cafe coffee Once in two Greater than Catch up with
day, Gloria jeans weeks 120 '2-4 friends
ccd , costa coffee, Catch up with
barista Very rarely 80-120 '4-8 friends
Catch up with
CCD, Barista, Mochas Once a month 80-120 '2-4 friends
Costa Cofee, CCD, Catch up with
Barista Very rarely 40-80 '2-4 friends
Starbucks, barista, Greater than Catch up with
cafe coffee day Once a month 120 '2-4 friends
Cafe coffe day, Catch up with
barista, Costas coffee Very rarely 80-120 '2-4 friends
also when i dont
have any other
Barista, Cafe Coffee place to sit n talk
Day, Gloria Jeans Very rarely 40-80 '2-4 :P :P

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Mocha, Latte & Greater than Catch up with

Capicunno Very rarely 120 '2-4 friends
Barista, Cafe Coffee Greater than Catch up with
Day, Mocha Very rarely 120 '4-8 friends
barista, CCD, Catch up with
Gloriajeans Once a week 80-120 '2-4 friends
barista, CCD, Catch up with
Gloriajeans Once a week 80-120 '2-4 friends
CCD, Barista, Once in two Greater than Catch up with
Starbucks weeks 120 '2-4 friends
Barsita, CCD, Costa Catch up with
Coffee Once a month 80-120 '2-4 friends
starbucks
,costa,barista,gloria Once in two Greater than Catch up with
jean,ccd weeks 120 '2-4 friends
Once in two Greater than To enjoy my
costa, starbucks, ccd weeks 120 '2-4 private time
Once in two Greater than Catch up with
ccd, barista, starbucks weeks 120 '2-4 friends
Star bucks, ccd, Greater than Catch up with
barista Very rarely 120 '2-4 friends
starbucks, ccd, gloria Greater than Catch up with
jeans, Once a month 120 '2-4 friends
CCD, Costa Coffee, Greater than Catch up with
Starbucks Once a month 120 '2-4 friends
Barista,cafe coffee Once in two Only to have
day,Costa coffee weeks 40-80 '2-4 coffee
Barista, Cafe coffee Once in two Greater than Catch up with
day, Gloria jeans weeks 120 '2-4 friends
ccd , costa coffee, Catch up with
barista Very rarely 80-120 '4-8 friends
2-3 times a Greater than To enjoy my
ccd, baristaa, mocha week 120 '2-4 private time
CCD, Barista, Costa Greater than Catch up with
coffee Once a month 120 '2-4 friends

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What do you
look for when What do you What do you What do you
you choose a look for when look for when look for when What do you
coffee shop to you choose a you choose a you choose a look for when
go to? coffee shop to coffee shop to coffee shop to you choose a
[a. Convenience/ go to? [b. go to? [c. go to? [d. coffee shop to
accessibility] Ambience] Service] Quality of food] go to? [e. Price]
1 2 3 4 5
1 1 1 1 1
1 1 2 2 2
4 4 5 5 4
1 3 4 5 2
1 2 2 2 3
1 2 2 2 3
1 1 5 5 5
2 2 2 1 2
1 3 2 2 2
4 1 2 1 5
5 3 3 2 2
2 2 2 1 1
5 1 2 3 4
1 4 3 5 2
3 4 3 4 4
4 4 4 4 3
2 1 4 3 5
1 2 3 3 2
1 2 2 2 1
1 2 3 2 1
4 5 5 5 4
2 1 2 2 1
1 1 2 1 2
1 3 5 2 4
2 3 4 4 3
2 3 4 4 3
2 1 1 1 2
2 2 2 1 2
1 3 2 2 2
4 1 2 1 5
5 3 3 2 2
2 2 2 1 1
5 1 2 3 4
1 4 3 5 2
3 4 3 4 4
4 4 4 4 3
2 1 4 3 5
1 2 3 4 5
1 1 1 1 1

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What do you
Why would you normally eat or
go to a Café drink in a Café
Coffee Day? Coffee Day?
Convenience/ Coffee, Eatables
accessibility, like sandwich,
Quality of food samosas etc
Ambience,
Service Coffee
Convenience/
accessibility,
Ambience, Coffee, Desserts
Service and confectionery
Coffee,
Smoothies and
similar drinks,
Desserts and
confectionery,
Convenience/ Eatables like
accessibility, sandwich,
Quality of food samosas etc
Convenience/
accessibility,
Ambience,
Service, Quality
of food Coffee
Desserts and
confectionery,
Eatables like
Convenience/ sandwich,
accessibility samosas etc
Desserts and
confectionery,
Eatables like
Convenience/ sandwich,
accessibility samosas etc
Ambience Coffee
Convenience/
accessibility,
Service Coffee
Coffee,
Smoothies and
similar drinks,
Desserts and
confectionery,
Eatables like
Convenience/ sandwich,
accessibility samosas etc
Coffee, Desserts
and
Convenience/ confectionery,
accessibility, Eatables like
Quality of food, sandwich,
value for money samosas etc
Convenience/ Coffee, Desserts
accessibility and confectionery

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Smoothies and
similar drinks,
Convenience/ Desserts and
accessibility confectionery
Coffee,
Convenience/ Smoothies and
accessibility similar drinks
Convenience/
accessibility Coffee
Convenience/ Smoothies and
accessibility similar drinks
Coffee,
Convenience/ Smoothies and
accessibility similar drinks
Convenience/
accessibility,
Service, Quality Coffee, Desserts
of food and confectionery
Convenience/
accessibility, Can
spend more time Coffee, Desserts
there and confectionery
Convenience/
accessibility, Smoothies and
Quality of food similar drinks
Convenience/
accessibility Coffee
Smoothies and
Price similar drinks
Convenience/
accessibility,
Ambience Coffee
Smoothies and
similar drinks,
Service, Desserts and
Reasonable confectionery
Convenience/
accessibility,
Price Coffee
Convenience/ Coffee, Eatables
accessibility, like sandwich,
Quality of food samosas etc
Convenience/ Coffee, Eatables
accessibility, like sandwich,
Quality of food samosas etc
Convenience/ Coffee, Desserts
accessibility and confectionery
Convenience/
accessibility,
Service Coffee
Coffee,
Smoothies and
similar drinks,
Desserts and
Convenience/ confectionery,
accessibility Eatables like

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sandwich,
samosas etc
Coffee, Desserts
and
Convenience/ confectionery,
accessibility, Eatables like
Quality of food, sandwich,
value for money samosas etc
Convenience/ Coffee, Desserts
accessibility and confectionery
Smoothies and
similar drinks,
Convenience/ Desserts and
accessibility confectionery
Coffee,
Convenience/ Smoothies and
accessibility similar drinks
Convenience/
accessibility Coffee
Convenience/ Smoothies and
accessibility similar drinks
Coffee,
Convenience/ Smoothies and
accessibility similar drinks
Convenience/
accessibility,
Service, Quality Coffee, Desserts
of food and confectionery
Convenience/ Coffee, Eatables
accessibility, like sandwich,
Quality of food samosas etc
Ambience,
Service Coffee

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Rate the
Rate the Rate the following Rate the Rate the
following following factors for Café following following
factors for Café factors for Café Coffee Day, factors for Café factors for Café
Coffee Day, Coffee Day, Vidyavihar Coffee Day, Coffee Day,
Vidyavihar Vidyavihar station Vidyavihar Vidyavihar
station [Staff station [Value [Availability of station [Delivery station [Quality
behavior] for money] preferred items] time] of food drinks]
Satisfactory Average Poor Satisfactory Satisfactory
Average Good Average Average Good
Good Good Good Good Good
Good Good Good Good Good
Good Good Average Good Good
Satisfactory Average Poor Poor Average
Satisfactory Average Poor Poor Average
Good Average Excellent Excellent Good
Good Excellent Good Excellent Good
Good Good Good Good Good
Good Excellent Excellent Excellent Good
Satisfactory Average Satisfactory Poor Average
Good Average Good Good Good
Excellent Average Average Average Excellent
Good Good Good Good Good
Satisfactory Average Average Average Average
Average Good Average Average Good
Good Good Good Good Good
Poor Good Good Good Poor
Good Excellent Average Average Average
Average Good Average Average Average
Poor Good Average Poor Poor
Excellent Good Good Average Average
Good Excellent Average Good Excellent
Average Average Good Good Good
Average Good Good Satisfactory Good
Average Good Good Satisfactory Good
Average Good Satisfactory Average Average
Good Excellent Good Excellent Good
Good Good Good Good Good
Good Excellent Excellent Excellent Good
Satisfactory Average Satisfactory Poor Average
Good Average Good Good Good
Excellent Average Average Average Excellent
Good Good Good Good Good
Satisfactory Average Average Average Average
Average Good Average Average Good
Good Good Good Good Good
Satisfactory Average Poor Satisfactory Satisfactory
Average Good Average Average Good

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Rate the Rate the Rate the

following following following
factors for Café factors for Café factors for Café
Coffee Day, Coffee Day, Coffee Day,
Vidyavihar Vidyavihar Vidyavihar
station station [Quality station
[Ambience] of food] [Location]
Good Poor Good
Average Average Average
Good Good Average
Good Good Satisfactory
Average Good Average
Average Average Good
Average Average Good
Average Average Excellent
Good Good Good
Average Average Satisfactory
Excellent Excellent Excellent
Satisfactory Average Good
Average Good Poor
Good Average Satisfactory
Good Good Good
Poor Satisfactory Poor
Average Average Excellent
Good Good Good
Satisfactory Poor Poor
Good Average Excellent
Average Average Excellent
Average Average Good
Average Good Average
Good Good Good
Satisfactory Good Poor
Satisfactory Good Good
Satisfactory Good Good
Satisfactory Satisfactory Average
Good Good Good
Average Average Satisfactory
Excellent Excellent Excellent
Satisfactory Average Good
Average Good Poor
Good Average Satisfactory
Good Good Good
Poor Satisfactory Poor
Average Average Excellent
Good Good Good
Good Poor Good
Average Average Average

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Café Coffee Day
Comfort and Lighting and
feel at color at Entertainment at
Vidyavihar, CCD Vidyavihar, CCD Vidyavihar, CCD
3 2
3 3
1 2
3 2
2 2
3 2
3 2
1 2
2 2
2 1
3 2
3 2
3 2
3 2
3 2
3 2
2 2
2 1
2 2
2 2
3 2
3 2
2 1
2 3
2 2
3 2
3 2
3 2
2 2
2 1
3 2
3 2
3 2
3 2
3 2
3 2
2 2
2 1
3 2
3 3
SIMSR
Table Space at
Vidyavihar, CCD
2 3
3 3
2 3
2 3
2 2
2 3
2 3
1 2
2 2
1 2
3 3
2 3
2 3
2 3
2 3
3 3
2 2
3 2
3 3
2 3
2 3
2 2
1 2
3 3
2 3
2 3
2 3
2 2
2 2
1 2
3 3
2 3
2 3
2 3
2 3
3 3
2 2
3 2
2 3
3 3
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Do you think
that CCD, Would you
Are you aware Will you prefer Vidyavihar increase your
of the different "Take Away" should come up frequency of
‘formats cafés’ format for CCD, with special visit if special
CCD is coming Vidyavihar students discounts are
up with? Station? discount? offered?
YES YES YES YES
NO YES YES YES
NO YES YES YES
NO NO YES YES
NO NO YES YES
NO NO YES YES
NO NO YES YES
NO NO YES YES
NO YES YES YES
NO YES YES YES
YES YES YES YES
NO NO YES NO
NO NO NO NO
NO YES YES NO
NO YES YES NO
YES YES YES NO
NO YES YES YES
NO NO YES YES
NO NO YES YES
NO YES YES YES
YES NO YES YES
NO NO YES YES
NO YES YES NO
NO YES YES YES
NO YES YES YES
NO NO YES NO
NO NO YES NO
YES YES YES NO
NO YES YES YES
NO YES YES YES
YES YES YES YES
NO NO YES NO
NO NO NO NO
NO YES YES NO
NO YES YES NO
YES YES YES NO
NO YES YES YES
NO NO YES YES
YES YES YES YES
NO YES YES YES

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Pictures of vidyavihar CCD

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