Ccd and Barista

4.1 Survey Methodology

A survey was conducted, consisting of a sample of randomly selected people, in the age group of 18-25. This survey aims to find out how Barista and Café Coffee Day’s target market, rate their products and services. A copy of the customer survey is attached in the Annexure.

Characteristics of visit:

The respondents were first asked to describe the characteristics of a typical visit to a coffee shop. This includes their choice of coffee shop, frequency of visits, time & money spent on a single visit, average group size and influential factors affecting their choice. Comparative Rating:

The survey also asked the customers to rate the following parameters on a scale of 1-5 (1 being the worst, 5 being the best), for both Barista and Café Coffee Day:

1. Taste & Quality of products.

2. Prices of products.

3. Order/ Delivery time & Order/ Delivery process.

4. Performance of staff.

5. Ambience.

6. Availability of products.

47

7. Value for money of products.

8. Overall performance.

ANALYSIS OF THE SURVEY

4.2: Characteristics of visit

Preference of coffee shops:

50%

50%

Barista

CCD

Graph – 1

The Graph – 1 shows which coffee shop the respondents usually preferred to visit.

Although this is not a true indicator of market share, it gives us some idea or the closeness in which both companies operate. They both received an equal preference in the survey, with 50% of the respondents choosing Barista and the remaining 50% choosing Café Coffee Day, indicating there is no clear winner in terms of actual visits to the outlets.

This can be analyzed in relation to the comparative rating respondents give both outlets, to help us identify which areas both the chains are doing well in, where they need to improve and where the opportunity for growth exists.

48

Frequency of visit:

2-3 Tomes a week

50%

Not often

20%

2-3 Times a month

30%

Graph – 2

The Graph -2...