A PROJECT REPORT

ON

“MARKET SURVEY
FOR UNDERSTANDING VARIOUS ASPECTS FOR
LAUNCHING A CAFÉ IN AHMEDABAD”
At Anil Products Limited,
Ahmedabad

BY: SACHIN MODI

Includes
Company Profile
Objective
Project divided into Four Parts :-
1. Consumer Survey for café
2. Malls & Hypermarkets survey
3. Consumer Survey for Ice cream
4. Ice cream Parlour Survey
Recommendation
 ANIL PRODUCTS LTD.
It is a part of Lalbhai Group
It is a 60 years old organization.
Anil manufactures large range of products which are
used in textile, chemical, food, pharmaceutical, paper
& other industries in India.
Key Products :
Starch
Liquid Glucose
Dextrose Monohydrate
Dextrose anhydrose
Sorbitol
 OBJECTIVE
“Our objective is to identify a suitable
market segment
and understand their needs and
preferences regarding the offering
and various aspects for launching a café
in Ahmedabad”
 (A) CONSUMER SURVEY FOR CAFÉ

RESEARCH METHODOLOGY
Objective
Sources of data collection : Primary
Data collection method : Personal Interview Method
Research Instrument : Questionnaire
Sample type : Service Persons
Students.
Sample size : 350
Target Group : Upper class
Upper middle class
 CAFÉ ANALYSIS

How frequently you visit a café ?

FREQUENCY OF VISITS
6%
once a week
16%
2-3 times a week
53% more than 3 times a week
25%
once a month
What is preferred days of week to visit a café ?

PREFERRED DAYS OF WEEK

34% 33% W eekdays

Saturday

Sunday
33%
What is preferred time slot to visit a café ?

PREFER RED TIME SLOT

15%
29% 6 to 8

8 to 10

10 to 12
56%
Which café you prefer ?

PREFERRED CAFE

7%
3% CCD
11%
MOCHA
47%
Upper crust

32% New yorker

TC
 Rank the criteria which you consider while
selecting a café ?

As per questionnaires

Taste of food
Privacy
Fun place to hang out
Ambience
Speed of service
Variety of menu selections
Value
Portion sizes
 What extras you want in a café ?

OTHER ATTRACTIONS

24% music

TV
58%
18%
Private party
space
Would you like to visit a café which starts it’s
operation in the morning ?

yes
36%

64% no
(B)MALL AND HYPERMARKET SURVEY
RESEARCH METHODOLOGY
Objective
• Sources of data collection : Primary
• Research Approach : Observational
Research Instrument : Questionnaire
Sample type : Gallops Mall
Vishal Mega Mart
Himalaya Mall
10 Acres
Sample size : 4
 Average footfall takes place per hour
at peak time

MALLS WEEKDAY SATURDAY SUNDAY AVERAGE

GALLOPS 322 876 1522 906

VISHAL 576 408 936 640

HIMALAYA 816 1560 2500 1625

10 ACRES 592 1512 2200 1434

 PERCENTAGE OF PEOPLE VISITING
FOOD COURT
MALLS PERCENTAGE

GALLOPS 23.38 %

VISHAL 10.50 %

HIMALAYA 7.19 %

10 ACRE 6.31 %
 (C) CONSUMER SURVEY FOR ICE CREAM

RESEARCH METHODOLOGY
Objective
Sources of data collection : Primary
Data Collection Method : Personal Interview
Method
Research Instrument : Questionnaire
Sample type : Consumers of ice cream Parlour

Sample size : 300

Rank the criteria for selecting ice
cream ?
Taste
Flavours
Creaminess
Price
Presentation
Texture
Consistency
Most preferred place to have ice
cream ?
MOST PREFERRED PLACE TO HAVE
ICE CREAM

9%
21% Mall
18% Restaurant
Café
25% Home
27% Others
 Analysis of brands
PREFERRED BRAND(S)

2%
2%
3%

Natural
4%

%
Amul

27
Havmor
%
20

Vadilal
Baskin robbins
Kwality walls
Others
%
42
 MULTI DIMENSIONAL SCALE (MDS)

BRAND/FACTOR ANALYSIS

90

80

70

Natural
60
Taste

Amul
50
Havmor
0 10 20 40 30 40 50
Vadilal
30 (Happinezz)
Kwality walls
20
Baskin
10 Robbins

Price affordability
 (D) SURVEY OF ICE CREAM PARLOUR

RESEARCH METHODOLOGY
Objective
Sources of data collection : Primary
Data Collection Method : Personal Interview & Observational
Research Instrument : Questionnaire
Sample Type : Selected Ice cream Parlours
Sample Size : 17
 ICE CREAM PARLOURS
Sitting space: 11 to 32 persons.
Peak time: 7:00 p.m. to 12:00 p.m.
Average storage time: 1-2 days
Scoop size: 90 to 100 ml
Displayed Flavours: 12 to 52
Most preferred flavours:
We can rank popular flavours in their order of
preference:
Chocochips
Chocolate
Vanilla
Butter scotch

Promotional Schemes: Currently, Havmor, Amul and

Happinezz are offering buy 1 get 1 free scheme in 750 ml
party pack.
RECOMMENDATION
For Location & Layout :

• Most lucrative segment is college going

youth, so it is better to open a café near
by college.
• It is good to break up café into
departments.
• Café starts operating from
morning.
• It is good idea to open café having
separate hookah bar.
• In malls, maximum footfall takes place
during 6 pm to 8 pm everyday, so
advertisement should be done during
this time.
• Malls in residential areas enjoy larger
footfall than otherwise
For Promotion :
‘Newspaper – Times of India’ & ‘Radio
Mirchi’ is the most effective medium for
advertisement.
Can sponsor some contest or events in
colleges.
THANK
YOU