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The objective of this research is To find out if consumers are willing to pay for the value-added service at Caf Coffee Day, their areas of excellence and while providing suggestions and recommendations for Improvement. For the purpose of the stu

Extracts from this document...

Introduction

Statement of Academic Honesty We declare that this research report is entirely our own original work. We declare that, except where fully referenced direct quotations have been included, no aspect of this research has been copied from any other source. We declare that all other works cited in this research have been appropriately referenced. We understand that any act of Academic Dishonesty such as plagiarism or collusion may result in the non-award of a Masters degree. Signed .................................. Dated ............................... CONTENTS Page Nos. Executive summary ............................................................................. 5 Introduction ....................................................................................... 6 Background ....................................................................................... 7 Literature Review ................................................................................ 8-10 Methodology and Approach .................................................................... 11-13 Findings and Analysis........................................................................... 14-19 Conclusions and Recommendations........................................................... 20 References ........................................................................................ 21-22 Appendix ......................................................................................... 23-25 Executive summary: The objective of this research is "To find out if consumers are willing to pay for the value-added service at Caf� Coffee Day, their areas of excellence and while providing suggestions and recommendations for Improvement". For the purpose of the study, research tools had been prepared, questionnaire to find out the primary data pertaining to know the consumer behavior to the services and pricing. The data was collected based on the information by: * The marketing people of the organization. * Customers visiting Caf� Coffee Day. Besides this primary data, information was also collected by the secondary sources like magazines, books and Internet. After all the gathered findings, analysis has been done which concluded that consumers are willing to pay for the value-added services if they would feel that service would add to the value for money. Section 1: Section one of the research is a glance at the coffee caf� industry. It takes a gaze at how the industry has evolved throughout time, It also details the structure of the industry and how the value added services important to consumers. Section 2: Section two takes a gaze at the methods which had been used to conduct the research and the analysis is based on that. ...read more.

Middle

Fryer (1991) noted that "qualitative research aim to decode, describe, analyze and interpret accurately the meaning of a certain phenomena happening in their customary social contexts." The main indication of the quantitative research method is that size most of the time is valid, reliable and can be general with clear anticipation of cause and effect (Cassell & Symon,1994). Contrary to the quantitative method, qualitative method generates verbal information in spite of numerical values (Polgar & Thomas, 1995). We opted to integrate both the qualitative and quantitative approach in this study due to their significant advantages.The primary data in the form of questionnaire was prepared and the relevant secondary data from various sources like magazines, books, newspapers and internet. We also conducted the direct interview with the management of Caf� Coffee Day to know the consumer behaviour. * Participants: In order to determine whether consumers want to pay, following respondents were asked to fill-up the questionnaire- * Visitors at Caf� Coffee Day. * Professionals working in multi-nationals. * Students studying in the college. * Online survey at caf� coffee day website. We chose the professionals as our major respondents to our survey as they are willing to pay more for the services. Students were also the part of the survey. Online survey was also done for the faster and the response of wide set of people. * Instruments: The survey questionnaire was used as the main data-gathering instrument for this study. The questions were structure using the Likert format. We first tested the questionnaire to five respondents. We revised the survey questionnaire based on the suggestion of the respondents. * Procedure and time frame: The survey was conducted with distribution of the questionnaire (Appendix-1) to the cafe coffee day Customers. The same questionnaire was also given to the Bank professionals and the students for their evaluation and comments. Online survey was also had the same format. ...read more.

Conclusion

(1 as highest) 1 2 3 4 Ambience ( ( ( ( Food and Beverages ( ( ( ( Value-added services ( ( ( ( Comfort ( ( ( ( 7. Which current service/s you prefer? ? Lounge ? Valet parking ? Mini Store ? Mini book store ? Internet/ wi-fi ? Others __________________________ 8. Which of following service/s you would want? ? Hukka ? Film viewing ? Quality time without interruption ? Disc jockey ? Customised menu ? Others ______________________________ 9. How much time do you usually spend at CCD? Less than 1/2 hour 1/2 - 1 hour 1 - 2 hours Over 2 hours 10. How much money do you usually spend at CCD? ? 50-100 Rupees ? 100-150 Rupees ? 150-200 Rupees ? Over 200 Rupees Additional Comments About you (optional) Name E-mail Address Phone No Town/City, County Postcode May we add you to our mailing list, which offers news and promotions? ? Yes ? No Thank you for your participation. APPENDIX- 2 Direct Interview with the higher authorities of Caf� Coffee Day: A brief introduction about the researcher to Ms. Bidisha and set of questions were asked to her over telephone in respect to the research objective. Q. 1. How does consumer respond in regards to Value-added services? Q. 2. Do you think the current Value added service is adequate for your existing and new Customers? Q.3. If no, what kind of plans is there for further extension? Q.4. Do u think they would pay extra for additional benefits? Q.5. To what extent does u feel you are successful in wining over your competition? And how? Q.6. What is the USP of CCD? Q.7. Who are your target customers? Or, are you looking for re-positioning? Q.8. How do you think you can control cost in case of expansion as regards to recession? Q.9. How do you feel your prices are compared to the competitors? Q.10. How do you see CCD after 5 years? Q.11. How do you feel in what ways this research would help Cafe coffee day in expansion? ?? ?? ?? ?? ` 4 ...read more.

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