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

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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.

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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 Café 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 Café 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 café 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.

Section 3:

Section three is a glance at the results and the conclusions based on the methodology and the findings.

Further recommendations have also been made in keeping consumer preference in mind for Café Coffee Day to improve their service and quality in order to serve their customer at best.

Do consumers want to pay for the value-added services at Café Coffee day in Bangalore?  

Introduction:

The concept of coffee joints with value added services is the new trend for our country. A place where people often find comfort from the hustle and bustle of their life and can be relaxed from all the load of work and ongoing pressure of the work. With the onset of western influence and the fast life there is more than a cup of coffee people demand. To create a brand loyalty, it is important to add or subtract from the value provided by a product or service ( Kotler, 2008, p 257). For Coffee joints the value added service serves as a prime factor for the expansion of the chain and also creates the brand image.

The objective of this research is to find out whether consumers are willing to pay extra amount of money for the additional value added services they are getting at café coffee day in Bangalore and if there is a need for that value added services. How the consumers are benefitted by these services and how these value added services will be helping in expansion of the organization.

The different methods have been used for the purpose of this research, the set of questionnaire were prepared to distribute among all sections of people to derive their comments on the respective purpose and also the valuable comments from the organization heads had been taken into consideration to derive a conclusion.

Background:

Café Coffee Day is India's largest coffee chains. Coffee Day sources coffee from 5000 acres of coffee estates, and it is 2nd largest division in Asia. Café Coffee Day pioneered the concept in India in 1996 by opening its first café at Brigade Road in Bangalore.  

Café Coffee Day has brought the new culture in India and that is the, Coffee culture. The punch line, Cafe Coffee Day defines, “A lot can happen over coffee”. It offers an experience and service to attract young and professional crowd.

In recent moves, Café Coffee Day has segmented its market as per the consumer behavior Different conceptual Cafes are for the people who want to spend their time drinking coffee along with enjoying several value-added services. Youngsters, which are the primary target wants to have value for money and Café offers them an affordable luxury. Unique pricing model Café Coffee Day is a differential one.

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Keeping in mind the changing spending behavior of customers, there is a huge potential market left untouched and i.e. different kinds of value-added services to provide them to tap future customers and to retain existing ones.

Literature Review:

The idea of coffee joints with the add-on services is not new to the world, but when it comes to India, this concept is young. The mindset of people have changed, their earnings and spending power have also accelerated. The primary purpose of the review is to ...

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