Project Dissertation on

Market Research on Coffee Consumption

Jaydeep Singh Sodhi PGD – Marketing & Sales

Marketing Research and

Consumer Behavior

Objectives and Methodology

Intent

• Understand Coffee Consumption trends in the market.

• Consumers’ Coffee Consumption pattern.

Examine

• Consumers’ brand and coffee type preference.• Importance of Coffee in consumers’ life.

Conduct

• Stratified Random Sampling method• Online(30) and offline(30) means of survey, total

sample size of 60.

“Online means” include Google forms only: https://www.google.co.in/forms/about/

Market Research Analysis• Demographics:

Segment – 1 Young aged people (till the age of 25) = 42%

 Segment – 2 Mature people (26 and above) = 58%

Female = 57%Male = 43%

• Coffee Consumption behavior:

Majority(people) consume coffee often.Minority(people) consume coffee seldom.

The great majority of 66.7% people lies in the late afternoon time period.Minority (only 26.7%) of people prefer to take coffee at night time.

Winter season is the most preferred season by people to consume coffee.

• Coffee Preferences:

“It’s clear here that there is no one who dislikes hot coffee!!”

“Seems like people really love cold coffee!!”

1 2 3 4 50.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Chart Title

Price: 1 (Most Expensive) 5 (Least Expensive/Economical)Taste: 1 (Strong) 5 (Mild)Type: 1 (Regular/Belnded) 5 (Decaffeinated/Organic)

Nescafe Bru Davidoff TATA0

1

2

3

4

5

Ranking of brands

Rank Brand Name1 Nescafe 2 Bru3 TATA 4 Davidoff

• Coffee Importance:

For majority of people Coffee is somewhat important but isn’t a great necessity to them. A few of these people consider coffee as extremely important.  

Observations and FindingsFrequency, place and timings of consuming coffee

- Great Majority consumes coffee once everyday.- Most preferred time is late afternoon & morning time to some extent.

- Seg. 1 (Youngs) prefer to take coffee at coffee shops and work places.- Seg. 2 (Matures) prefer work places and home to take coffee.

- Night shift people consume coffee at night.- People tend to spend on coffee very casually .

Expensive coffee and style preferred

Preference as per standard and lifestyle.

Coffee preference as per season and type of coffee

Winter season is as the most preferred season.*(Fact supported by extreme climate of Delhi)

Both, hot and cold coffee are preferred by people but in differing value as per the season.

Cold coffee is slightly more preferred over hot coffee as summers last longer than winters.

Strong to neutral strength is most

preferred

Nescafe is people’s favorite

brand

People tend to spend good

amount of money on coffee

As per the taste, price, brand and type of coffee

Great Scope of Organic Coffee

TATA should

improve it’s availability

Davidoff must offer at least 1

economical variant.

Suggestions

Varying strengths of

coffee at coffee shops

Positioning is required

Thank You!

Jaydeep Singh Sodhi PGD – Marketing & Sales