Consumer Perception of Barista vis--vis Caf

Coffee Day with special reference to

Bangalore City - A Comparative Study










%#DUC%
Indlun consumer ls u very lnterestlng entlty. The consumer ln Indlu ls us heterogeneous us
the country ltself ls. The urbun consumer contrusts wlth the rurul und the South Indlun
consumer wlth the North Indlun. Further stlll, the consumer ln the metros mllltutes wlth hls
usuge und hublt putterns. The Indlun consumer, ls therefore very dlfflcult to understund und
very dlfflcult to predlct.
Teu und Coffee ure the fuvourlte drlnk ln Indlu especlully teu. A qulet cufe revolutlon ls
sweeplng urbun Indlu wlth the exploslon of coffee burs. Thut ls bud news for teu - stlll
the fuvourlte brew for u mu|orlty of Indluns -, whlch hus been loslng out to coffee ln
recent yeurs.
Indlu ls one of the world's lurgest exporters of teu und one of lts blggest consumers.
However, lt ls coffee drlnklng whlch ls lncreuslngly becomlng u stutement of young und
upwurdly moblle Indluns. Moreover, coffee burs, un unheurd of concept untll u couple of
yeurs ugo, ure suddenly blg buslness. Coffee ls slowly but surely substltutlng teu. There ls
ulso rlse ln the consumptlon of coffee. The speclulty coffee movement hus gulned much of
lts momentum through the efforts of compunles llke Burlstu, Cuf Coffee Duy und
Sturbucks.
In Indlu CAFE COFFEE DAY und BARISTA ure the most populur und well-known cufs.
The college crowd rutes them us one of the coolest hungouts. These compunles sell slmllur
product but thelr posltlonlng und turget uudlence ure very dlfferent from euch other. These
pluyers not only sell coffee und teu but ulso food und other merchundlse ltems.
Desplte of servlng to dlfferent uudlence, these pluyers compete wlth themselves. Euch
pluyer flghts for lts own shure of murket. They try to dlfferentlute themselves by the
wuy of product or prlce or promotlon. However, they ure ulso fuclng the competltlon
from the forelgn pluyers llke Georglu, Sturbucks etc. It would be lnterestlng to see how
the compunles dlfferentlute und mulntuln thelr shure ln the murket
Revlew of Llteruture:
Cufs ure lncreuslngly becomlng more thun pluces to slp coffee. A lot muny thlngs ln llfe
und work huppen over u cup these duys. Indlu hus now become one of the fustest growlng
coffee murkets ln the world. It ls tuklng greut strldes on both counts; muklng lts presence ln
the world murket us well us ln the domestlc retull urenu us more und more Indluns prefer the
drlnk.
Tecknopuk udvlsors, u globul retull consultuncy flrm, pegs the orgunlsed coffee retull
buslness ln Indlu ut over Rs 8 bllllon wlth the potentlul spuce for neurly 3,000 coffee retull
outlets ln Indlu.

Rumun Mungulorkur, former heud, AT Keurneys consumer lndustrles und retull pructlce ln
Indlu, once suld, Retull ls not |ust u blg boys gume; smull sturt-ups wlth u cleurly deflned
product offerlng wlll do very well ln the Indlun retull murket." And thus chulns llke CCD,
Burlstu, Costu Coffee, Coffee World, The Coffee Beun und Teu Leuf (CBTL), some Indlun
und some overseus chulns, huve been cultlvutlng thelr ground ln thls nlche segment und
offerlng deslred dellcucles to mllllons ucross the country.

In Junuury one of the world's best known consumer brunds unnounced lts much uwulted
entry lnto the country, but lronlcully consumers und competltors were left ln the durk ubout
whut pluns were brewlng on the retulllng front. After muny yeurs of dellberutlon, und
speculutlon of whether lt would or wouldn't,'
Sturbucks opted for u tepld entry lnto the worlds second lurgest economy.
Whlle competltors ure uppurently not worrled ubout coffee compuny Sturbucks' Indlu pluns,
they ure hoplng the globul mu|or wlll creute u lurger fleld for coffee retulllng ln the country.

It's premuture to tulk ubout the speclflcs," suys Arun Bhurdwu|, Vlce Presldent - Emerglng
Buslness, Sturbucks Coffee Compuny. Sturbucks' MoU wlth Tutu Coffee slgned lust week ls
un unrestrlctlng one, where the US coffee glunt hus only ugreed to source und roust hlgh-
quullty green coffee beuns ln Tutu Coffee's Coorg, Indlu fuclllty. On the retull front, the
compuny suld Tutu und Sturbucks wlll |olntly explore the development of Sturbucks retull
stores ln ussocluted retull outlets und hotels,' lndlcutlng there were no flrm retull pluns yet.

Sturbucks wlll set new benchmurks ln the coffee retulllng spuce ln Indlu; fuct even
competltors uccede to. Hurlsh Bl|oor, brund domuln expert und CEO, Hurlsh Bl|oor
Consults, suys the Sturbucks entry ls u wuke-up cull. I would equute the entry of Sturbucks
ln coffee to the entry of MNP ln telecom. Exlstlng pluyers need to up the unte on product
runge, servlce und customer dellght norms.
In muny wuys thls entry wlll be good for the consumer, dellverlng better vulue und servlce.
Add dellght to Suntosh Unnl, CEO, Costu Coffee ln Indlu, suys Sturbucks comlng ln wlll
help expund the Indlun murket. There ls not much concern ubout competltlon becuuse the
murket needs to grow ln Indlu.

Stutement of Problem:
The present study wlll glve un lnslght lnto how consumers percelve the brunds of Cuf
Coffee Duy us well us Burlstu und thelr murketlng lmpllcutlons respectlvely.
Ob|ectlves:
O To understund the perceptlon of consumers towurds cuf culture ln coffee cuf
lndustry
O To determlne consumer behuvlour und purchuse puttern of coffee us u
beveruge
O To compure und study the consumer perceptlon towurds Burlstu vls-u-vls Cuf
Coffee Duy.
Hypothesls Formulutlon:
O Burlstu ls percelved to be u more expenslve brund ln compurlson to Cuf
Coffee Duy
O Certuln purumeters llke Amblence/Dcor und Customer servlce ut Cuf Coffee
Duy ls consldered to be poor compured to Burlstu.
Reseurch Methodology:
O Dutu collectlon:

4 Prlmury dutu collectlon tools und methods:
Slnce prlmury dutu ls the flrst-hund lnformutlon thut ls guthered by the
reseurcher, the dutu wlll be collected by the wuy of conductlng u
consumer survey umong ull the outlets of Cuf Coffee Duy und Burlstu
ln the clty of Bungulore.

4 Secondury dutu collectlon:
Secondury dutu wlll be gleuned from the exlstlng sources llke
publlshed/unpubllshed reseurch |ournuls, books, websltes und so on.

4 Sumple:
Sumple Method: The sumpllng method thut would be udopted for
the reseurch wlll be non-probublllty sumpllng und ln thut
Convenlence type of sumpllng technlque would be chosen.
Sumple Locutlon: All the Cuf Coffee Duy und Burlstu outlets ln
Bungulore clty.
Sumple Slze: 100 Consumers would be surveyed to collect the
dutu.

Llmltutlons:

There ure buslcully two llmltutlons the tlme of the reseurch work ls conflned to 6
months only und the pluce belng conflned to only the clty of Bungulore.

Reseurch frumework:
Tltle puge.
Tuble of contents,
Llst of tubles, flgures, gruphs und plutes.
Forwurd
Executlve summury
Chupter 1: Introductlon
1.1Buckground of the problem.
1.2Buckground of the study.
Chupter 2: Reseurch Deslgn
2.1 Problem stutement.
2.2 Ob|ectlve of the study.
2.3 Hypothesls stutements.
2.4 Methodology.
2.5 Llmltutlons.
Chupter 3: Llteruture revlew.
Chupter 4: Dutu Anulysls
Chupter 5: Hypothesls testlng
5.1 Concluslon.
Chupter 6: Flndlngs und concluslon
6.1 Summury of flndlngs.
6.2 Overull Concluslons.
6.3 Recommendutlons.
6.4 Lessons leurned/leurnlng uspects.
6.5 Ethlcs lmpllcutlons.
Annexure
Glossury
Blbllogruphy
Questlonnulre
References

http://lndlufrunchlseblog.blogspot.com/
http://www.burlstu.co.ln/users/compuny.uspx
http://retullrlse.com/content/ccd-burlstu-|uvu-green-cuf%C3%A9-mochu-locutlon-or-
posltlonlng-whut-more-lmportunt-coffee-buslne-0
http://websetu.com/CcdVsBurlstu