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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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


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


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.


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


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


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


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.


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


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


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


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


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

Service environment of cafes industry

Business

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