GROUP NO 6

GROUP MEMBERS

MRINALINI GHODKE 21DILPREET SINGH 27NOTIN OJHA 37SUDHIR KHARE 28PRASHANT SALVI 41

OBJECTIVE

• TO ORGANISE A SURVEY FOR COFFEE CONSUMPTION IN INDIA

• TARGET CITIES TO COVER FOR THE SURVEY• DECIDE UPON THE USE OF SAMPLE DESIGN

AND SAMPLE SIZE.

• According to the secondary information available: Production of coffee as well as major consumption of coffee in India takes places in these major states/districts:

1) Karnataka2) Kerala3) Tamil nadu4) Andhra Pradesh5) Orissa and some eastern ghats6) And some north eastern regions like 'Seven Sister' states of

Assam, Manipur, Meghalaya, Mizoram, Tripura, Nagaland and Arunachal Pradesh.

7) Urban consumption dominates with about 73% of total volumes and theremaining 27% accounts for rural consumption (South India).

8) In the north, east and west zones, consumption of instant coffee is morepredominant than filter coffee. However, in the south zone, consumption offilter coffee is higher than instant coffee.

9) In south, Tamil Nadu is the largest coffee consuming state with an estimatedvolume of about 26,705 MT (36%) closely followed by Karnataka, Andhra Pradesh & Kerala.

10) The out-of-home consumption is gaining popularity in the non-traditional coffee markets, i.e. north, East and West Zone. All these zones have higher potential for out of home consumption ranging from 35% in the West to 42% in the East. Theopportunity to increase coffee consumption lies in out-of-home segments,especially through vending machines and cafes. Domestic per capita coffee consumption is negligible especially in regions other than South India when compared to black tea consumption.

11) Major places of consumption are: home, restaurants, tea-shops, coffee houses(e.g ccd), vending machines at various places.

The Survey

• Based on the secondary information and recurring trends we have selected the following cities for our survey:

• Kerala• Tamilnadu• Mumbai ( because cosmopolitan city)• Delhi (lies in the north zone, is the capital and growth

potential)

Population

• Working class.( High Income, Middle Income Groups)• Home Makers / Retired Persons• Students• Low wage/ Daily wage workers.

Sample size

• Coffee consumption in India is an urban phenomenon with an urban and rural divide of 71% and 29 %. Hence according to the area wise population of each target city for every 100 crores 5000 should be the sample size.To cover between 1000-1500 persons from each section of the population in each state.

Sampling methods

• Non –probability quota sampling method• Probability stratified random sampling method• Probability Area sampling

Questionnaire

• Name:

• Do you drink 1) Tea2) Coffee

• Gender 1) Male2) Female

• Your income group1) Daily wage2) Lower /average income group3) Middle income group4) Higher income group

• Area which you reside 1) Urban2) Rural

• Including you no of people who live in your house1) 12) 23) 34) 45) More than 4-5

• In a day how many cups of coffee do you drink in a day?1) 2 or less2) 3-43) 5-64) 7-85) More than 8

• Which coffee do you prefer?1) Hot2) Cold3) Instant4) filter

• Which age category are you in? 1) under 20 2) 20 - 30 3) 30 - 55 4) over 55

• Why do you drink coffee? * 1) Because of taste 2) Out of habit 3) To fit in with others 4) Family choice 5) Other

• Do you consider drinking coffee to be a part of a lifestyle? * 1) Yes 2) No

• At home out of your monthly budget how much do you spend on coffee ‘1) less than 1002) upto 2003) more than 2004) price no bar

• Which brand of coffee do you consume?

• Why do you prefer this brand?1) Low price2) Strong taste3) Easy availability4) Recommendation by friends/relatives5) Aroma

• What more do you expect out of your coffee?

• Most of the time Do you drink coffee.1) At home 2) At restaurants3) At work place

• How often do you frequent coffee shops?

• How often do you frequent coffee shops? 1) Daily2) Weekly3) Monthly4) Less than once per month

• Any suggestions for the improvement in the quality of coffee you drink / purchase:

Thank You