COMPARATIVE STUDY OF CONSUMER PERCEPTION ABOUT CAFÉ COFFEE DAY AND BARISTA

Abstract

This study is conducted to do comparison of consumer perception about Barista and Café Coffee Day. To conduct the study, we laid out some research objectives which measured consumers’ attitude across various parameters towards these coffee joints and compared them. The key aspect was to conduct a survey amongst those respondents who have been to both the coffee joints. Then do the comparison on different parameters and decide which coffee joint is perceived better by what demographic segment. The objectives included comparison of consumer perception of various products offered, measurement of consumer satisfaction, consumers’ willingness to pay, etc. All in all, the main objective was to find which café creates what value in the minds of consumer.Apart from that there were sub objectives which were to find current satisfaction levels of consumers and areas of improvement for the cafés. We did the survey on sample population of 200 people, which were of different demographic profiles. Out of these around 11 people did not qualify for the survey since they didn’t visit both the cafés even once. Once the survey was done, we did the cleanup of data to avoid bad data entries. We also made some assumptions to go ahead with the data analysis.