Service environment of cafes industry
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Transcript of Service environment of cafes industry
percentage
Column20.3
Gaming0.1
Books0.1
Music0.4
; percentage
Morning0
Afternoon0.43
Evening0.57
; percentage
Yes0.666
No0.333
; percentage
Students0.333
Professionals0.444
Families0.333
; percentage
Daily0.195
Weekly0.585
Monthly0.2195
;
Televison0
Newspaper0.166
Radio0
Word of mouth0.833
; percentage
Yes0.666
No0.333
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8/25/15
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8/25/15
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Second level
Third level
Fourth level
Fifth level
; Sales
30 mins0.1219
45 mins0.1463
1 hr or more0.7317
Analysis of cafs industry
Service Environment
Subject:
Introduction
Our project is about finding consumers buying behavior and service providers behavior in Caf industry
Cafes are a growing trend among youth and professionals and you can easily find a caf or a lounge at every street corner
It is the best hangout place for college students, working people, hostellers, etc
Cafs Investigated
Caf Location
Tapri
C-Scheme
Chaisa Lalkhothi
The Warehouse Caf Gandhi Nagar
Brown SugarC-Scheme
Aqua mistVaishali Nagar
On The HouseC-Scheme
WaylayMalviya Nagar
Methodology
Questionnaires
Multiple Choice Questionnaire
Planned QuestionsOpen ended
Close ended
Analysis of the surveyService Provider
Customer
Literature Review
Following are factors which generally affect consumer behavior:
Changing lifestyle
Increasing disposable income/ Purchasing Power Parity
Young population
Rising middle class
Spending on beverages
Literature Review
Market Trends, Developments & Opportunities:
Rising Investments
Merchandising
Coffee Lounge
Focus on Food & Localize Menu
Liquor Coffee
Newer Territories
New Players Entering the Fray
Objectives
For the customers:
How often do they visit to caf.
How much time do they spend in their each visit to a caf.
How much money do they spend on their each visit to a caf.
How much value for money do they get over their spending.
What are the various services they would like to have in a caf.
Their views on the caf environment
Objectives
For the service provider:
What is their cafs most preferred service.
At what time of the day they have the highest footfall.
Who are their regular visitors.
What publicity means do they adopt for their caf.
What promotion schemes do they adopt.
Do they organize special events on different occasions.
Do they have any increment in sales because of such events.
Analysis of Service Provider
What is their cafs most preferred service:
As is seen in the chart, the most preferred service in cafes is music
The next most preferred service is that of WIFI
All the other three services i.e.,
gaming, gift items, and books are still not that popular in Jaipur
Analysis of Service Provider
At what time of the day cafes have highest footfall:
Evening is the time when cafes experience the highest footfall.
The lifestyle of people has changed,
which has led to such an environment where people go out to cafes almost every alternate day. Afternoon is also a great time to hang
with friends among youngsters or school students or college students Morning is the least preferable time to go to cafes
Analysis of Service Provider
Who are the regular visitors:
As per the response of the service providers, the regular visitors of cafes are professionals i.e., 44.4%.
Professionals land up at these cafes after a meeting or an assignment and even hold small
meetings at these cafes At the second place stand the
students with 33.3%. Youngsters just love to go to these
cafes with their friends as it is an affordable placeThese cafes nowadays target youth
and try many new ideas like free WIFI, music, etc to grab their attention.
Analysis of Service Provider
What publicity means do cafes adopt:
Word of Mouth is the greatest means of publicity adopted by cafes with 83.3%
Newspaper gets the second
spot with 16.6% Cafes do advertise in
newspapers about various offers and servicesBut surprisingly television and
Radio are not used by cafes formeans of publicity
Analysis of Service Provider
What promotion schemes do you offer:
The most popular promotion scheme is vouchers and coupons with 50%. Most of the cafes offer vouchers and schemes to attract customers on regular basis i.e., offering 15% discount, etc
Happy hours is also gaining
popularity with 16.6%The next scheme usually
adopted by cafes is combo offers
Analysis of Service Provider
Do cafes organize special events on different occasions:
66.6% caf owners said that they do organize special events on
Such as valentines day,
friendship day, etc. Cafes offer special discounts
on such day and do exciting activities
Analysis of Service Provider
Do cafes have any increment in sales because of such events:
The cafes do notice increment in their sales because of organizing special events are 66.6%
33.3% of cafes do not notice any increment in their sales on such special events.
The reason may be that these
cafes could be the ones who are doing nothing extra on such events and because of which people would go to such places which offer something different then the usual days
Analysis of Customer
How often do they visit a caf:
The growing trend of cafes has made it so popular among people that they keep on exploring new cafs every week
People who visit cafes monthly are second on the list with 21.95%
Around 19.5% people said that
they visit cafes on a daily basis and that clearly shows how popular are cafes between youth and professionals.
Analysis of Customer
How much time do they spend in their each visit to a caf:
73.17% people said that they spend more than 1 hour sitting in a caf.
When you go to a caf you can
see students completing their assignments and some professionals conducting meetings in cafes So cafes are turning into a great
place to have a nice talk or spend a great time
Analysis of Customer
How much money do they spend in their each visit to a caf:
The highest percentage of people i.e., 58.5% spends around Rs 250-500 in their each visit
This shows that the disposable
income of people is rising Since many of the customers
to these cafes are students, this also shows that the pocket money of youngsters is rising
Analysis of Customer
How much value for money do they get over their each spending:
Value for money is the level of satisfaction received for the monetary sum paid.
Around 58.53% people said that
they receive value for reasonable money There are chances that they may
recommend it to a friend
Analysis of Customer
What are the various services they would like to have in a caf:
Food & Beverages is a
necessity in any caf and Music is the most popular
service The growing popularity of
WIFI is shown
Analysis of Customer
Their views on the caf environment:
The various factors that we have considered in the caf environment are
clean cutlery,
behavior of waiters,
quick delivery,
other customers,
and etc. 74.35% people said that the caf environment is mostly good
Conclusion
Caf Industry is one of the fastest growing industry
Earlier cafes were just limited to providing coffee with some light snacks but now the menu of cafes has been widening with newer and newer categories of snacks added to the list
Cafes along with exciting menu provide services like music, WIFI, magazines, newspapers, smoking zones, etc
Different cafes are trying to capture market by portraying their image as unique like gaming zones, book studios, etc
Recommendations
According to survey our recommendations are:If cafes could expand more in cuisine; add various cuisines in their menu it will attract more and more customers
Along with varied menu if cafes provide variety of services like smoking zone, comforting space for couples etc. then customers would be more satisfied
We also recommend that cafes should provide various books for developing a reading habit in the youth of Jaipur
Cafes can be a source of empowering and channelizing the potentials of youth, so they must introduce various programmes or activities where they can indulge themselves and relieve their stress.
Presented by:Ankit DeoraGargy SharmaRudrakshi SinghSakshi SomaniShivanshika ShekhawatSupiya SomaniSurbhi Mathur
; percentage
Rs.100-2500.2195
Rs.250-5000.585
More than Rs.5000.2195
; Sales
Good0.425
Reasonable0.5853
Bad0
; Caf Enviromentpercentage
Mostly good0.7435
Sometimes good0.2565
Never good0
; percentage
Food&beverages0.2265
Newspapers&magzines0.1562
WiFi0.1953
Music0.2578
Smoking Zone0.164
; percentage
Happy hours0.166
Combos0.333
Early birds0
Vouchers0.5