ID Filter Coffee Decoction

Research Approach
Group 2:
Sumit Lokhande • Praneeth Pichika • Abhishek Tawania
Nilesh Paliwal • Shubham Sonkar • Madhuri Bhatoa • Abhishek Joshi

Image Source: idfreshfood.com/our-food/filter-coffee

Task

• Research approaches for assessing the demand

Objectives

• Advantages and disadvantages of various research techniques

• Assessing people’s willingness to pay for a coffee cup
• Assessing switch to iD Filter Coffee

Image Source: idfreshfood.com/our-food/filter-coffee

 Research Approaches
Approaches Observational Focus Group Survey Behavioural Experimental

Type Exploratory Exploratory Descriptive Descriptive Causal

• Large sample • Instant • Large sample • Data driven • Most
Advantages size response size • Reliable accurate
• Cost effective • No observer conclusions
• Detailed interference • Product
perspectives Specific
Disadvantages • Less accurate • Small sample • No scope for • Expensive • Time
• Privacy concerns size cross consuming
• Observer questioning
interference • Casual
responses
Applicability
No Maybe Yes No Yes
in this context

Recommendation: Survey and Experimental Research

 Results (Online Survey)

• 47% prefer Coffee over Tea

• 1st preference Coffee for 38% females & 53% males
• 3 of 5 persons are willing to buy coffee at less than Rs. 20/ cup
Results (Experimental)
4%
No. of cups of coffee per day Switch In Mess or Buy
8%
31% 27%

32% 36%
46%

46%
42%
28%

0 1 2 to 3 4+ Yes No Indifferent Buy Mess Both

67% of people who don’t drink coffee • Interestingly, reason to switch and not • 43% of coffee buyers said they
said they might start considering it – switch is same – Coffee is strong prefer iD over existing options
reason is the balanced flavour • 42% of no switch said that they’ll
recommend the product
 Thank you!
“Filter Coffee Decoction has simplified the
process, such that it not only appeals to
your sense of smell and taste buds, but also
brings back happy nostalgia”

- Musthafa PC, CEO & Founder, Question & Answers

iD Fresh Foods

Image Source: idfreshfood.com/our-food/filter-coffee

Quote Source: https://www.business-standard.com/article/news-ani/id-fresh-food-rolls-out-authentic-filter-coffee-decoction-118100400674_1.html