CASE STUDY

ON
COFFEE CONSUMPTION

Objective of this survey: To understand the perceptions and

attitudes toward different brands of chained coffee shops in India and foreign
brand.

We have taken two Indian Brands and two foreign brands for the study to
know the preferences of the customers among the Indian & foreign brand.
You may not have visited all of the brands included in this study. Please
answer the questions for all brands according to how you FEEL about them.
Please keep in mind that there is no right or wrong answer. Your true feelings
and opinions about the brands are what we are interested in.

The survey consists of 3 main sections:

a) The first section studies the respondents' impression towards the 4 target
chained coffee shops: Café Coffee Day, Barista, Costa, Starbucks. There are
14 questions for each brand.

b) The second section studies the respondents' preference to the 4 brands.

c) The last section collects background information of the respondents for

statistical analysis.
Survey on Chained Coffee Shops in Indian Market
Top of Form
The objective of this survey is to understand your perceptions and attitudes toward different
brands of chained coffee shops. The data collected from this survey will be used for academic
purpose only. You may not have visited all of the brands included in this study. Please answer
the questions for all brands according to how you FEEL about them. Please keep in mind that
there is no right or wrong answer. Your true feelings and opinions about the brands are what we
are interested in.

The survey consists of 3 main sections:

The first section studies the respondents' impression towards the 4 target chained coffee shops:
McCafe, Pret-A-Manger, Pacific Coffee and Starbucks. There are 25 questions for each brand.

The second section studies the respondents' preference to the 4 brands.

The last section collects background information of the respondents for statistical analysis. All
data collected in this survey are anonymous and will be treated with strict confidence.

We thank you for participating in this study.

Stro Ag Di St Don’t
ngl ree sa ro
y gr n Know
ee gl
Agr y
ee
D
is
a
gr
ee
1. The taste of coffees at CCD is
excellent
2. The coffees at CCD are very
freshly brewed
3. CCD has a large variety of
coffees for me to choose.
4. Apart from coffees, CCD also has
a large variety of beverages (e.g.
teas, fruit drinks, mineral water)
for me to choose
5. The presentation of CCD coffees
is very attractive
6. The taste of foods and snacks at
CCD is excellent
7. CCD has a large variety of foods
and snacks for me to choose
8. The staff of CCD is very efficient
& friendly
9. The ambience of CCD is very
good.
10. The price of CCD is very
reasonable.
11. The location of CCD is very
convenient
12. The level of advertising of CCD
is very high
13. Overall, I think I like CCD very
much
14. If I need to go to a coffee shop, it
is very likely that I will go to
CCD.
Survey on Chained Coffee Shops in Indian Market
Top of Form
The objective of this survey is to understand your perceptions and attitudes toward different
brands of chained coffee shops. The data collected from this survey will be used for academic
purpose only. You may not have visited all of the brands included in this study. Please answer
the questions for all brands according to how you FEEL about them. Please keep in mind that
there is no right or wrong answer. Your true feelings and opinions about the brands are what we
are interested in.

The survey consists of 3 main sections:

The first section studies the respondents' impression towards the 4 target chained coffee shops:
McCafe, Pret-A-Manger, Pacific Coffee and Starbucks. There are 25 questions for each brand.

The second section studies the respondents' preference to the 4 brands.

The last section collects background information of the respondents for statistical analysis. All
data collected in this survey are anonymous and will be treated with strict confidence.

We thank you for participating in this study.

Stro Ag Di St Don’t
ngl ree sa ro
y gr n Know
ee gl
Agr y
ee
D
is
a
gr
ee
1. The taste of coffees at Barista is
excellent
2. The coffees at Barista are very
freshly brewed
3. Barista has a large variety of
coffees for me to choose.
4. Apart from coffees, Barista also
has a large variety of beverages
(e.g. teas, fruit drinks, mineral
water) for me to choose
5. The presentation of Barista
coffees is very attractive
6. The taste of foods and snacks at
Barista is excellent
7. Barista has a large variety of
foods and snacks for me to
choose
8. The staff of Barista is very
efficient & friendly
9. The ambience of Barista is very
good.
10. The price of Barista is very
reasonable.
11. The location of Barista is very
convenient
12. The level of advertising of
Barista is very high
13. Overall, I think I like Barista very
much
14. If I need to go to a coffee shop, it
is very likely that I will go to
Barista
Survey on Chained Coffee Shops in Indian Market
Top of Form
The objective of this survey is to understand your perceptions and attitudes toward different
brands of chained coffee shops. The data collected from this survey will be used for academic
purpose only. You may not have visited all of the brands included in this study. Please answer
the questions for all brands according to how you FEEL about them. Please keep in mind that
there is no right or wrong answer. Your true feelings and opinions about the brands are what we
are interested in.

The survey consists of 3 main sections:

The first section studies the respondents' impression towards the 4 target chained coffee shops:
McCafe, Pret-A-Manger, Pacific Coffee and Starbucks. There are 25 questions for each brand.

The second section studies the respondents' preference to the 4 brands.

The last section collects background information of the respondents for statistical analysis. All
data collected in this survey are anonymous and will be treated with strict confidence.

We thank you for participating in this study.

Stro Ag Di St Don’t
ngl ree sa ro
y gr n Know
ee gl
Agr y
ee
D
is
a
gr
ee
1. The taste of coffees at Costa is
excellent.
2. The coffees at Costa are very
freshly brewed.
3. Costa has a large variety of
coffees for me to choose.
4. Apart from coffees, Costa also
has a large variety of beverages
(e.g. teas, fruit drinks, mineral
water) for me to choose.
5. The presentation of Costa coffees
is very attractive.
6. The taste of foods and snacks at
Costa is excellent.
7. Costa has a large variety of foods
and snacks for me to choose
8. The staff of Costa is very
efficient & friendly.
9. The ambience of Costa is very
good.
10. The price of Costa is very
reasonable.
11. The location of Costa is very
convenient.
12. The level of advertising of Costa
is very high.
13. Overall, I think I like Costa very
much.
14. If I need to go to a coffee shop, it
is very likely that I will go to
Costa.
Survey on Chained Coffee Shops in Indian Market
Top of Form
The objective of this survey is to understand your perceptions and attitudes toward different
brands of chained coffee shops. The data collected from this survey will be used for academic
purpose only. You may not have visited all of the brands included in this study. Please answer
the questions for all brands according to how you FEEL about them. Please keep in mind that
there is no right or wrong answer. Your true feelings and opinions about the brands are what we
are interested in.

The survey consists of 3 main sections:

The first section studies the respondents' impression towards the 4 target chained coffee shops:
McCafe, Pret-A-Manger, Pacific Coffee and Starbucks. There are 25 questions for each brand.

The second section studies the respondents' preference to the 4 brands.

The last section collects background information of the respondents for statistical analysis. All
data collected in this survey are anonymous and will be treated with strict confidence.

We thank you for participating in this study.

Stro Ag Di St Don’t
ngl ree sa ro
y gr n Know
ee gl
Agr y
ee
D
is
a
gr
 ee
1. The taste of coffees at Starbucks
is excellent.
2. The coffees at Starbucks are very
freshly brewed.
3. Starbucks has a large variety of
coffees for me to choose.
4. Apart from coffees, Starbucks
also has a large variety of
beverages (e.g. teas, fruit drinks,
mineral water) for me to choose.
5. The presentation of Starbucks
coffees is very attractive.
6. The taste of foods and snacks at
Starbucks is excellent.
7. Starbucks has a large variety of
foods and snacks for me to
choose
8. The staff of Starbucks is very
efficient & friendly.
9. The ambience of Starbucks is
very good.
10. The price of Starbucks is very
reasonable.
11. The location of Starbucks is very
convenient.
12. The level of advertising of
Starbucks is very high.
13. Overall, I think I like Starbucks
very much.
14. If I need to go to a coffee shop, it
is very likely that I will go to
Starbucks.
Out of 10 times, how many times do you visit the below
coffee shops:
1* CCD

times out of 10 times.

2* BARISTA

times out of 10 times.

3* COSTA

times out of 10 times.

4* STARBUCKS

times out of 10 times.

Please provide information about yourself:

1* Your Sex:
Male Female
2* Your Age:
Below 15 15 - 18 19 - 23 24 - 28

29 - 35 36 - 42 Above 42
3* Your Educational Level:
Primary Secondary University

Postgraduate
4* Your Income:
Rs.0 – Rs.10,000 Rs.10,001 – Rs.20,000

Rs.20,001 – Rs.30,000 Rs.30,001 – Rs.40,000

Rs.40,001 or above
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