BR Group Report

Trinity Institute of Professional Studies
Affiliated To Guru Gobind Singh Indraprastha University
SECTOR 16-C, DWARAKA, NEW DELHI
Subject
----------------------------------------------------Sub-Code:-------------------------------
Assignment/ Case Study/PPT
-----------------------------------------------------------------------------------------------
STARBUCKS OR CCD WHICH IS PREFERED MORE BY 18-24
AGE GROUP
GROUP: - Mansi gupta, Payal, Devansh Kaushik, Akshit sharma, Yash gupta,
Vijaylaxmi jyoti
SUBMITTED TO: - Dr. Neha
2
CONTENTS
S.NO. TOPIC PAGE
NO.
1 LIST OF TABLES -
2 LIST OF FIGURES -
3 CHAPTER-1: INTRODUCTION 1
4 CHAPTER-2: LITERATURE REVIEW 4
5 CHAPTER-3: RESEARCH 6
METHODOLOGY
6 CHAPTER-4: DATA ANALYSIS AND 8
INTERPRETATION
7 CHAPTER-5: CONCLUSION 25
8 REFERENCE/BIBLIOGRAPHY 27
INTRODUCTION
3
The coffee market in India has been growing due to the demand for Ready to Drink coffee and
has become a part of an individual’s daily consumption basket. Due to changing cultures,
consumers are becoming aware of domestic and foreign brands, which are boosting the
consumption levels.
Starbucks as a global largest coffeehouse chain American company which operating in 72

countries and have 31,256 stores worldwide. Starbucks was established in 1971 by three
businessmen which are history teacher named Zev Siegel, an English teacher named Jerry
Baldwin, and a writer named Gordon Bowker because they all have a same passion which is love
to have a fresh tea and coffee. After that in 1971, they borrowed some money and invested to
open establish their first store which named as Starbucks in Seattle which is planning to serving
excellent coffee beans and providing fresh roasted beans and mean to accomplish retail
extension, item advancement, and offer support quality as long as possible. On the 1981, Howard
Schultz joined Starbucks as the head of advertising and retail operations. Then, Starbucks starts
giving their espresso to coffee bars and some fine restaurants and Howard raises the possibility
of café culture in Seattle after he come back from Italy (Starbuck, n.d.). Soon, Starbucks started
growing their business by expanding up to 4 stores in Seattle and compete with other competitors
by providing high quality roasted beans. In 1995, Starbucks already had opened up to 667 stores
in North America and proceeding to expand its store to Japan as the first location for different
countries. In 1996, they started to expand their business to Singapore and Philippines. In 2000s,
Starbucks already expand their business to most Asia countries and they are expanding to
Europe, Latin America countries and today Starbucks has become world largest
coffeehouse chain company.
The export promotion schemes and other subsidies by the GOI, and increasing trend of eating out
coupled with the rising share of young population has driven the market. Well-established coffee
shop chains, such as Cafe Coffee Day (CCD) enhanced their pan-India presence in the latter part
of the review period. In 2010, Cafe Coffee Day had 970 stores, and they aim to continue
expanding in the next few years. Meanwhile, several relatively new players, such as Costa
Coffee, Coffee Bean, Gloria Jean’s and Java Coffee, are trying to establish a footing in Indian
coffee retailing. Both these factors drove on-trade consumption of fresh coffee beans in 2010,
with volumes growing by 12%. On-trade sales have emerged as the primary sales channel for
fresh coffee beans, in the absence of any appreciable off-trade consumption.
With customers paying significant amount for their coffees, they are also expecting a lot from an
outlet. Factors such as menu, ambience, service and brand name are playing an important role
while choosing a coffee outlet. Indian Coffee Chains market is quite mature which is evident
from the fact that Café Coffee Day alone maintains more than 1000 Café’s in 141 cities in India.
This forms the main focus of this project.
4
LITERATURE REVIEW
The youth prefer coffee as a beverage. The most known companies like Starbucks, coffee
cafe day, and many more although these are beverage companies there is tough competition.
Café Coffee Day is a pioneer in the Café culture in India later Starbucks entered the Indian
market. Both companies target the youth in India and are good at customer relationships.
According to past research, people find Starbucks more expensive, and most customers are
students and young working professionals about 62%. Starbucks provides more
personalization in the coffee intake input from the customer and provides as per the
customer's requirements. It does target segmentation in terms of the size of the cup of coffee.
Taste and quality are much better as they grow coffee beans as have partnerships with tata
group which help to attract customers.
Starbucks has considerable experience in the coffee chain industry but in India, the
introduction phase is difficult as cafe coffee day is an established company in India it is easier
and faster to expand. Starbucks has an effective impact on social media and customers get a
premium level of satisfaction in terms of taste as well as status.
Consumer preference according to the analysis of past research 73% prefer Cafe Coffee Day
over Starbucks. Cafe Coffee Day is present in 200 towns in our country and has been to cup
strategy as amalgamated bean coffee owns the production of coffee beans. Cafe coffee day
has plans to increase the number of outlets to 2500 and a marketing strategy to open in
educational institutions, hospitals, expressways, and high streets. they have reinvented their
food menu according to customer feedback. CCD has a loyal customer base and affordable
prices which attract a huge chunk of the youth population. Starbucks is available in
metropolitan cities, especially in posh areas which somewhere it has limited availability
whereas CCD has more availability. CCD has a strong store format that targets different
segments such as regular cafes, premium lounges, CCD square, CDD Xpress, etc. it has
16000 ending machines in corporate offices. CCD holds 51% of the market share and
manages to cut off the cost it has a price and enables it to earn profit by having price
differentiation as it has a different price for different outlets located at different places.
Starbucks wants that consumer has premium quality coffee without being price sensitive
whereas cafe coffee day wants to expand globally with a quality experience coffee at a
reasonable price which helps to target the middle class and other classes of society. There is
a purchase power parity that exists. So, finding out the gap between customer preferences,
and market share among Cafe Coffee Day and Starbucks with respect to past years till the
current years helps to have a better understanding.
5
OBJECTIVES OF THE RESEARCH
1. To study the 18-24 aged group’s perception and attitude towards retail coffee chains
2. To study the factors affecting the 18-24 aged group’s choice of coffee chai
3. To analyze the marketing strategies adopted by CCD and Starbucks
4. To access the customer satisfaction towards quality, availability, price of CCD and
Starbucks products
6
PURPOSE OF THE RESEARCH
1. To study the Competition among Starbucks and CCD.
2. To study the Change in Trend for the people in age group 18-24.
3. To study the factors due to which the difference has occurred.
4. To study the human behaviour related to selection of coffee brand among the people in
age group 18-24.
5. To study the Tips & Tricks the brands use to maintain their customers.
7
CHAPTER:3
REEARCH METHODOLOGY
3.1 METHODS OF DATA COLLECTION
The data required for the search purpose is primary data and secondary.
1 Primary Data
This type of data consisted of the observation, results of the people collected from
questionnaire concerned with the search process such as feedback of the people who
volunteered their opinion on various issues related to the topic of the relationship between
online classes and student learning.
2 Secondary data
This type of data consisted of the past observation that are made on the basis of previous
results collected through articles, journals etc. Which gave insights on social media, youth
and their social life. From the past result we seek to know if their exists relationship between
social media and social life or not. Also, which type of attitude they possess towards social
life.
3.2 SAMPLING TECHNIQUE
Convenience sampling technique has been used for primary data collection.
3.3 SAMPLE SIZE

A sample size of 100 was collected for this research. Questionnaire was distributed through
links.
8
3.4 TYPE OF QUESTIONNAIRE
The type of questionnaire I used is computer questionnaire. Respondents are asked to answer
the questionnaire which is sent by email.
9
QUESTIONAIRE
10
11
12
CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
INTREPPRETATION:
1. 27% of the customers, aged 19 have made the most frequent visits to Starbucks and CCD.
2. However, early teens, more than 10 years of age have shown lesser interest in doing so.
3. Ages 15 to 18 have been visiting occasionally i.e. less than 10% of the times.
4. Higher confusion in the ages 21 to 32 as they're neither too frequent nor occasional with the visits.
5. Negligible visits have been recorded from customers around the age of 35 to about 80.
INTREPPRETATION:
1. There are 50 respondents who are male which is almost 49% of the total sample.
2. There are 49 respondents who are female which is almost 48% of the total sample.
3. There are 2 respondents who are transgender which is almost 2% of the total sample.
4. There is 1 respondent which lies in others that is almost 1% of the total sample.
5. Mostly respondents are male who have filled the form.
13
INTREPPRETATION:
1. There is only 1 respondent who lies in other category of occupation that is 1% of the total
respondents.
2. There are 14 respondents who lies in unemployed category of the occupation that is 13.7% of the
total respondents.
3. There are 25 respondents who lies in working category of the occupation that is 24.5% of the total
respondents.
4. There are 62 respondents who lies in student category of the occupation that is 60.8% of the total
respondents.
5. Mostly respondents are students who have filled the form.
14
INTREPPRETATION:
1. High levels of satisfaction shown for Starbucks
2. 40 Customers were "highly satisfied" with the cleanliness of the restaurant.
3. More than 40 customers were "satisfied" with the taste of coffee
4. Higher confusion in quality of service as more than 20 customers were "neither satisfied nor dissatisfied".
5. Same response (5 customers) recorded for the taste of coffee, temperature of coffee, speed of service,
friendliness of the crew and the cleanliness of the restaurant, in terms of "highly dissatisfied" of customers.
INTREPPRETATION:
1. Mostly the quality was satisfactory for the customers
2. less than 40 customers were "satisfied" with the speed of service, lower than other "satisfied"
levels.
3. More than 5 customers were "highly dissatisfied" with both, accuracy of order and cleanliness of
the restaurant
4. 45 customers satisfied with taste of coffee and friendliness of the crew
5. 5 customers were "dissatisfied" and "highly dissatisfied" with the temperature of coffee, same
response shown for taste of coffee.
15
16
17
Starbucks as a global largest
coffeehouse chain American
company which operating in
72
countries and have 31,256
stores in worldwide (Starbucks
stores: U.S. and international |
Statista, 2020). Starbucks was
established in 1971 by three
businessmen which are history
teacher named Zev Siegl, a
English teacher named Jerry
Baldwin, and a writer named
18
Gordon Bowker because they
all have a same passion which
is love to have a fresh tea and
coffee. After that in 1971, they
borrowed some money and
invested to open establish their
first store which named as
Starbucks in Seattle which is
planning to serving excellent
coffee
beans and providing fresh
roasted beans and mean to
accomplish retail extension,
item
advancement, and offer
support quality as long as
19
possible. On the 1981, Howard
Schultz
joined Starbucks as the head of
advertising and retail
operations. Then, Starbucks
starts
giving their espresso to coffee
bars and some fine restaurants
and Howard raises the
possibility of café culture in
Seattle after he come back
from Italy (Starbuck, n.d.).
Soon, Starbucks started
growing their business by
expanding up to 4 stores in
Seattle and
20
compete with other
competitors by providing high
quality roasted beans. In 1995,
Starbucks
already had opened up to 667
stores in North America and
proceeding to expand its store
to
Japan as the first location for
different countries. In 1996,
they started to expand their
business to Singapore and
Philippines. In 2000s,
Starbucks already expand their
business to
21
most Asia countries and they
are expanding to Europe, Latin
America countries and today
Starbucks has become world
largest coffeehouse chain
company.
72
22
coffee
23
item
Schultz
starts
24
Seattle and
compete with other
Starbucks
to
25
business to
company
72
26
27
coffee
item
Schultz
starts
28
Seattle and
compete with other
Starbucks
29
to
business to
company
30
72
31
coffee
item
Schultz
32
starts
Seattle and
compete with other
33
Starbucks
to
business to
34
company
72
35
coffee
item
36
possible.
72
37
coffee
item
38
possible.Starbucks as a global
American company which
operating in 72
39
coffee
item
Schultz
40
starts
Seattle and
compete with other
41
Starbucks
to
business to
42
company.
72
43
coffee
item
44
Schultz
starts
Seattle and
45
compete with other
Starbucks
to
business to
46
company.
jygiStarbucks as a global largest

which in
countries and have 31,256 stores in worldwide (Starbucks stores: U.S. and international |
Statista, 2020).

72
47
48
coffee
item
Schultz
starts
49
Seattle and
compete with other
Starbucks
50
to
business to
company.
51
72
52
coffee
item
Schultz
53
starts
Seattle and
compete with other
54
Starbucks
to
business to
55
company.
72
56
coffee
item
57
Schultz
starts
Seattle and
58
compete with other
Starbucks
to
business to
59
company.
72
60
coffee
61
item
Schultz
starts
62
Seattle and
compete with other
Starbucks
to
63
business to
company.
72
64
65
coffee
item
Schultz
starts
66
Seattle and
compete with other
Starbucks
67
to
business to
company.
68
72
69
coffee
item
Schultz
70
starts
Seattle and
compete with other
71
Starbucks
to
business to
are
72

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Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University

SECTOR 16-C, DWARAKA, NEW DELHI

Assignment/ Case Study/PPT

4 CHAPTER-2: LITERATURE REVIEW 4

Starbucks as a global largest coffeehouse chain American company which operating in 72

1. To study the Competition among Starbucks and CCD.

3. To study the factors due to which the difference has occurred.

online classes and student learning.

3.2 SAMPLING TECHNIQUE

3.3 SAMPLE SIZE

coffeehouse chain American

Starbucks as a global largest

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