Vs

Submitted by:
Group 1
 Objectives of Research

 To determine whether Barista is preferred over Café

Coffee Day
 To determine consumer behavior and purchase pattern
of coffee as a beverage. What criteria people used for
choosing a coffee shop.
 To determine consumer behavior and purchase pattern
of coffee as a beverage.
 What criteria people used for choosing coffee as
compared to other beverages.
 Research Design

• A descriptive research

• Focused on to examine the consumer perception

towards Barista vis-à-vis Café Coffee Day.

• And how it varies with demographic variables like

age, sex, profession, duration and frequency of visit,
bill amount etc.
 Methodology

 Information Needs: An exploratory research

 A set of variables of Barista and Café Coffee Day to identify the
information needs which have been grouped under the
following heads:
• Variety, taste and quality of products
• Ambience (Furniture, décor, comfort and feel)
• Order/ delivery time & order delivery process.
• Performance of staff.
 Data collection:
 Using the above information questionnaire was designed. The
questionnaire was administered to the respondent and data was
collected.
 Sampling

 Selection of Sample – For the purposes of data collection

• We selected our sample by using convenient sampling technique

• Thus our sample population consisted of students of colleges

and people visiting Barista and Café Coffee Day

 Sample Size-
• Data was collected for 178 respondents

• Out of which 122 respondents visited both Café Coffee Day &
Barista. Therefore, the interview was terminated.
 Analysis of Data

 52.5% were Females & 47.5% were Males

 46.7% respondents visited Barista as well as Café Coffee Day,
whereas 53.3% of the respondents visited Barista, Café
Coffee Day and also Other Coffee Shops
 13.1% respondents visited Coffee Shops on a daily basis,
whereas 48.4% visited these coffee shops up to 3 times a
week & 38.5% of respondents visited the coffee shops at
least 2 to 3 times a month.
 51.6% of the respondents spent up to 1 Hour in the Coffee
Shops whereas 48.4% of the respondents spent more than 1
Hour in these coffee shops with only 2.5 % spending over
2hours.
 Analysis of Data

 We found that 28.7% of the respondents went alone

or with 1 person to these coffee shops whereas a
staggering 66.4% of them went with 2 to 4 people
 We found that 69.6% of respondents spent in
between Rs.201 to Rs.500 & 15.6% spent upwards of
Rs. 500. Whereas only 14.8% of people under Rs. 200
 The average age of the respondents was 25.62.
Minimum age being 18 and maximum being 68. 71.3%
of our respondents were in between the age group of
18 to 25.
 Analysis of Data

 HO: There is no relationship between sex and

frequency of visit.
 H1: There is a relationship between sex and frequency
of visit.
 P value = 0.332 > Significance level 0.05.
 We accept the null hypothesis.
 Therefore there is no relationship between sex and
frequency of visit.
 Analysis of Data

 HO: There is no relationship between sex and

duration of visit.
 H1: There is a relationship between sex and duration
of visit.
 P value = 0.046 < Significance level 0.05.
 We reject the null hypothesis.
 Therefore there is a relationship between sex and
duration of visit.
 Analysis of Data

 HO: There is no relationship between sex and bill

amount.
 H1: There is a relationship between sex and bill
amount.
 P value = 0.030 < Significance level 0.05.
 We reject the null hypothesis.
 Therefore there is a relationship between sex and bill
amount.
 Analysis of Data

 HO: There is no relationship between age and

frequency of visit.
 H1: There is a relationship between age and frequency
of visit.
 P value = 0.423 > Significance level 0.05.
 We accept the null hypothesis.
 Therefore there is no relationship between age and
frequency of visit.
 Analysis of Data

 HO: There is no relationship between age and

duration of visit.
 H1: There is a relationship between age and duration
of visit.
 P value = 0.912 > Significance level 0.05.
 We accept the null hypothesis.
 Therefore there is no relationship between age and
duration of visit.
 Analysis of Data

 HO: There is no relationship between No. of people

visiting and duration of visit.
 H1: There is a relationship between No. of people
visiting and duration of visit.
 P value = 0.000 < Significance level 0.05.
 We reject the null hypothesis.
 Therefore there is a relationship between No. of
people visiting and duration of visit.
 Analysis of Data

 HO: There is no relationship between bill amount and

duration of visit.
 H1: There is a relationship bill amount and duration of
visit.
 P value = 0.000 < Significance level 0.05.
 We reject the null hypothesis.
 Therefore there is a relationship between bill amount
and duration of visit.
 Analysis of Data

 Except for prices all other factors were rated higher

for Barista compared to Café Coffee Day.
 Through Factor analysis we extracted four factors:
 Service Quality: - Delivery Pace, Delivery Convenience,
Prices and Staff Quality.
 Presentation: - Menu Variety, Portion Size, Availability of
Products. 
 Experience: - Quality of products, Taste Of Products and
Ambience.
 Merchandise: - Other Merchandise.
 Analysis of Data

 The following ranks were given to attributes while

selecting a coffee shop:
 Taste – Rank 1
 Ambience – Rank 2
 Menu Variety – Rank 3
 Location – Rank 4
 Value for Money – Rank 5
 Conclusion

 Barista scored clearly over Café Coffee Day in all aspects

except for Prices which is rendered immaterial as Value
for money got the last rank.
 Also since 70% of the customers fell in the age group of 18
to 25 shows that people visit coffee shops as a hangout
place with friends.
 Also there is no clear distinction of perception between
the products\services offered by Café Coffee Day or
Barista but in the quality of product of snacks, in their
furniture and décor, and the entertainment provided in
the form of games by them, they can be distinguished.