CONSUMER BEHAVIOR - MOCHA

Deepika Iyer 14 PGDM Marketing 2011-2013

INDUSTRY SIZE AND GROWTH

Valued at US$190 million (Rs 931 crore), the organised caf market in India home to over 1,500 cafes is estimated to be growing at an annual rate of 25-30% According to a report by Technopak Advisors, India can absorb an additional 2,300-2,700 cafes over the next five years. With 200 new cafes being added every year Theres a gradual move to shift coffee from being a traditional beverage consumed mainly in the south to a mainstream beverage in other parts of the country.

CONTINUED Two years ago India could accommodate 5,400 cafs but had only 1,500. The pace of growth has been slow India is a tea-driven country, where the annual consumption of coffee translates into eight cups per Indian. Tea is 12 times that. We are far away from being a coffee-drinking nation itll take us at least two decades to get there State of cafe penetration is still low in India. Key players havent even covered all Tier-1 cities

MOCHA Just more than coffee More of an experience A coffee shop for the soul Its time for 30 minutes vacation Home made quality of coffees, a better environment

TARGET AUDIENCE

1. 2. 3.

Mocha, usually targets attracting the young, energetic crowd that may include young professionals, college students, others

Product portfolio

PRICING
Coffees here start from a range of Rs 80 Rs 240 the breakfast menu ranges from Rs 110 Rs 290 the food menu that ranges from Rs 180 Rs 550

PLACE Bandra and Churchgate

PROMOTION
In the cafe Combo meals Discounts to loyal Spot promotion

Print media life style magazines Internet Social networking websites Outdoors

COMPETITORS Barista Costa Coffee Caf coffee day

RESEARCH METHODOLOGY
Primary Research Survey Questionnaire

Sample size 50 Non probability sampling Targeting age group of 18 30

Gender

28%

male
female

72%

Occupation
Students Service Business

2%

50%
48%

Spend Leisure time in a Coffee shop

30%

yes no may be

2%

68%

Often visit to coffee shop

4% 14%

32% 16% Several times a week Once a week Once a fortnight Once a month Occassionally

34%

Average spending

2% 2%

Rs 500-1000 Rs 1000-1500 50% 46% Rs1500-2000

Rs2000&above

Accompanies you
Friends Colleagues Family Others

0% 2%

20%

78%

Satisfied with value for money you spend

30%

yes no

70%

Discounts/bonus encourage you to go to Mocha

16%

yes no

84%

Quickly Customer service representative help you

2%

4%

24%

Extremely quick Moderately quick Usually quick

Not at all quick

70%

Knowledgeable customer service representative at Mocha

2%

8%

24%

Extremely Knowledgeable Moderate Poor Not at all Knowledgeable

66%

Friendliness of people served you

8%

Highly satisfied Neither satisfied nor dissatisfied 38% 54% Dissatisfied

Overall Experience in the recent visit

6%

42% Highly satisfied Neither satisfied nor dissatisfied Dissatisfied

52%

Coffee Culture to grow in future

10%

yes
no

90%

WHAT ATTRACTS YOU TOWARDS MOCHA

Coffee Taste New flavours Ambience Pleasant atmosphere Hangout Leisure Relaxation Place to spend time with friends and chat with them

RATE THE FOLLOWING

Ambience extremely satisfied Noise level neutral Price neutral Quality of coffee/ foods extremely satisfied Wifi accessibility neutral

NOT SATISFIED WITH THE VALUE FOR MONEY

SPEND THEN WHAT ITS WORTH Less Lower the price Half of the price 20-25% less than the present price Expensive

ADDITIONAL SERVICES LIKE TO HAVE

Hookha(Seesha) New flavours Television Attractive

VIEWS ABOUT PRESENT COFFEE CULTURE

Fun Enjoying Demanding Attractive Addictive Leisure Hangout

RECOMMENDATIONS

Reduce the price Better accessibility to Wi fi

Customer service representatives should be well knowledgeable and quickly serve the customer
Reduce the noise level

BIBLIOGRAPHY http://www.hindustantimes.com/businessnews/Features/Smelling-the-coffee/Article1817124.aspx www.mocha.com