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Name of the

Respondent*

Ashish Kumar singh

Date* 30-4-2012 Sr. No. of questionnaire*

Good morning/afternoon/evening. I am Mr./Ms. ____________________ a student of BIMM. We are

conducting a survey on Market Segmentation of Coffee Shops. I would be grateful if you can spare

about 10-15 minutes for me. Information given by you will be kept confidential.

SECTION A

1. Which of the following best describes your employment status?

Businessman/ Industrialist Student

Self employed Homemaker

Service Retired

None of the above

[IF THE ANSWER IS STUDENT THEN CONTINUE, ELSE TERMINATE]

2. Does anyone from your family works for a Research Agency?Yes

No

[IF NO THEN CONTINUE ELSE TERMINATE]

3. What are your monthly expenses (excluding basic requirements)?Less than Rs.3000 Rs.7000-Rs.15000

Rs.3000- Rs.70 00 above Rs. 15000

4. Which of the following things do you own?Cellphone Expensive Watch

Laptop Car

Sports Bike iPod

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5. Do you prefer drinking coffee from a Coffee Shop?Yes

No

[IF NO THEN ASK FOR THE REASONS AND TERMINATE ELSE CONTINUE]

SECTION B

1. Which brand of Coffee Shop comes to your mind when you think about coffee?

Caf Coffee Day Costa Coffee

Barista Java Green

Mocha Any Other

2. How much are you willing to pay for a cup of your favorite coffee when ordering from a Coffee Shop?

Rs. 70Rs. 100 Rs. 150 Rs. 200

Rs. 110 150 Rs. 200 and above

3. How often do you visit a Coffee Shop?

Once a week 1-3 times a month

2-3 times a week regularly

6. What is your average coffee intake per day?

1 cup 2-3 cup

1-2 cup More than 3 cups

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4. If coffee is your preferred beverage then are you a coffee addict?

Yes No

5. Do you consider drinking coffee in a Coffee Shop to be a luxurious activity?

Yes No

7. How far are you willing to travel for a cup of coffee of your favorite brand?

Within 5 kms. 5kms 10 kms.

10 20 kms. Any distance to get a sip of my favorite coffee

.

8. What eateries do you prefer with a cup of your coffee?

No, I dont prefer eatables along with my coffee

Yes, a pastry/doughnut just adds to the taste

Yes, a sandwich just adds to the taste

Yes, a brownie

Yes, an ice-cream

Any other

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Section explores your attitude and perceptions regarding coffee consumption.)

To what extent do you agree with each of the following statements? Please indicate your answer using

The following 5-point scale where:

1. = Strongly disagree

2. = Disagree

3. = Neutral

4. = Agree

5. = Strongly Agree

9. I cannot fall asleep when I drink coffee during the day. 1 2 3 4 5

10. Drinking Coffee can lead to health hazards. 1 2 3 4 5

11. Drinking coffee gives me an energy boost. 1 2 3 4 5

12. I drink coffee because my friends/colleagues do. 1 2 3 4 5

13. I drink coffee for the taste. 1 2 3 4 5

14. I drink coffee because it is fashionable 1 2 3 4 5

15. Drinking coffee relaxes me 1 2 3 4 5

16. I prefer drinking tea to drinking any type of coffee 1 2 3 4 5

17. I dont mind paying more for the quality 1 2 3 4 5

18. I drink coffee to help me stay awake. 1 2 3 4 5

19. I prefer local brands of coffee to imported ones 1 2 3 4 520. Drinking coffee makes me feel important. 1 2 3 4 5

22. I think coffee adds to the calories. 1 2 3 4 5

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21. How important is each of the following to you when you are purchasing or ordering a coffee

From a coffee shop

1. = Totally Unimportant

2. = Unimportant

3. = Neutral

4. = Important

5. = Very Important

Taste and

Quality of

products

1

Purchasing or

Ordering a

specific brand

3

Convenience

3

Price of coffee 4

Ambience of

coffee shop

4

Behaviour of

staff

4

Variety 4

Overall Service 4

Wifi 3

Crowd 5

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DEMOGRAPHICS

1 . What is your gender?

Male

Female

2 . What age group do you belong to?

18 and below 30 - 34

19 24 35 39

25 -29 40 49

50 and above

3 . What is your education qualification?

SSC GRADUATE

HSC POSTGRADUATE

NONE OF THE ABOVE

5. Which of the following best describes your yearly income?

Rs. 150000 Rs. 250000 Rs. 350000 Rs. 500000

Rs.250000 Rs. 350000 RS. 500000 and above

6. What is your marital status?

Single Married