Cafe Coffee Day Charts

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[Comparative brand identity analysis of Cafe coffee day and Barista] September 15, 2010

By: Aakriti Sood, Anup Xaxa,Lakshita Khurana,Hema Nimbran,Winnie Tandon | 1

ANALYSIS OF QUESTIONNAIRE

Demographics of the respondents of the questionnaire :

Age

Income

Male

60%

Female

40%

Gender

Upto 20

18%

20-25

24%25-30

30%

30-35

20%

above 35

8%


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. Name a few coffee joints.

Inference : Thus we see that the brand recall of cafe coffee day is higher than than that of cafe

coffe day. Thus we infer that people can relate more to cafe coffee day more as in coparison to

barista.

. Have you ever visited a cafe coffee day / barista outlet?

Thus we see that more number of people visit cafe coffee day more as in comparison to barista. The

reason may be due to the fact that cafe coffee day has more outlets and is thus more accessible

Ca

c

ee

a

1%

ari

a

49%

Ca

Coffee

Da

7%

ari

a

43%


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3. If companies like barista, costa coffee, caf mocha make their prices comparable to cafe coffee

day, would you still buy a caf coffee day coffee?

or

If companies like cafe coffee day, costa coffee, caf mocha make their prices comparable to

barista , would you still buy a barista day coffee?

a) Cafe coffee day price comparison

Here we see that there are a lot of people who are brand loyal to cafe coffee day to a very large

extent as they say that they would continue to go to a cafe coffee day outlet even if the other

competitors like barista and costa coffee decrease their prices. The number of people is more as in

omparison to the number who would not go to cafe coffee day if the prices of other competitors

become higher. Although there is also a substancial number of people who say that they are not

sure. This market can can be tapped as the people can get influenced to become loyal customers.

b) Barista price comparison

Here we see that the number of people who are brand loyal to barista are less as in comparison to

people who are not brand loyal. Thus barista has to work more to making loyal customers. It thus

has to focus on improving on many parameters.

Yes

0%

No

36%

Can't say

%

Yes

%

No

0%

Can't say

3

%


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. Which of the following qualities do you associate with caf coffee day/ barista?Cafe coffee day qualities

Here we see that the overall image of cafe coffee day is very casual. Thus it is basically for

younger crowd as most of the people percieve it as fun-loving, cheerful and lively.

Barista qualities

Here we see that people percieve barista to be a more formal sort of joint. The qualities people

associate with it are: elegant, sophisticated etc.

Fun

loving,chee

rful,lively

76%

Elegant,

sophisticat

ed,16%

Dull, boring

andmundane

8%

Fun

loving,cheer

ful,lively

7

%

Elegant, sop

histicated,

%

dull, boring,

mundane

6%


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5. On the following occasions which joint will you prefer? (tick your choice)

Birthday party

Casual get-together

Formal meeting

Caf coffee

day

63%

Barista

37%

Caf

coffee day

5

%

Barista

42%

Caf coffee

day39%

Barista

61%


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Self- introspection

Here when we compare the occasions on which people go to cafe coffee day and barista we again

see that for more casual occasions like birthday parties and casual get-togethers people prefer to go

to cafe coffee day and for more formal occasions they like to go to barista. For self- introspectionalso more people like to go to barista as they percieve it as a quieter place with a calm enviornment

as a whole.

6. When you buy coffee, how important is the following factors for you. Please give a rating from

to

(

being the highest and

being the lowest.)

Price:

Caf

coffee

day

33%

Barista

6

%

Caf Coffee DayBarista0

!

"

6

#

$

0

$

%

!

&

'

$ $

%

&

6

(0

Caf Coffee Day

Barista


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Quality

Taste


)

0

6

1

20

2 3

7

4

6

3

7

5

)

0

)

Caf Coffee Day

Barista


5

10

15

20 16

7

2

0

68

11

0 Caf Coffee Day

Barista


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Ambience

For those customers who are brand loyal to Cafe Coffee DayAscending order of their preference is :

Ambience, price, taste, quality

Thus we see that people go to cafe coffee day mainly because of the the quality of its products.

For those customers who are brand loyal to BaristaAscending order of their preference is :

Price, taste, quality, ambience

Thus we see that people go to barista mainly because of its ambience.

7. Which coffee joint do you prefer over the other on the following parameters?

Value for money


2

4

6

8

70

7 2

2

0

7 2

8

8

2

8 9

Caf Coffee Day

Barista

Caf

coffee day66%

Barista

3@

%


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Quality

Service

Taste

Cafcoffee day

A

2%

Barista

3B

%

Caf coffee

dayC C

%Barista

5A

%

Caf coffee

dayA B

%

Barista

32%


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Overall satisfaction level

Thus we see that people prefer cafe coffee day with respect to the various parametres like value for

money, quality and taste and prefer barista with respect to its ambience. Thus overall people prefer

cafe coffee day to barista.

D

. Which country do you associate with coffee caf day / barista culture?

We see that most of the people are aware of the country of origin of cafe coffee day and barista and

thus have high brand awareness of both.

Caf coffee

dayE

F

%

BaristaG H

%


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I

.Which of the following colors do you associate with caf coffee day ?

Thus we see that people generally associate red colour with cafe coffee day and thus have

awareness of its logo.

P0. Can you identify the tagline of cafe coffee day/ barista from the following?

Thus we see that people are more aware about the tag line of cafe coffee day as in comparison to

barista. Thus people associate more with that brand.

Red5

Q

%Brown

3 R %

Green

7%

OrangeS

%

A lot can

happen over

coffee

6T

%

Where the

world meets

20%

The best

coffee in the

world

P

6%


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Comparative analysis

From the above analysis of the questionnaire we can conclude the following about the two brand

images in the minds of the consumers.

For those customers who are brand loyal to Cafe Coffee DayAscending order of their preference is

Ambience, price, taste, quality

For those customers who are brand loyal to BaristaAscending order of their preference is

Price, taste, quality, ambience

Following graphs show the choice preference of joint for various occasions consumers with respect

to their ages

Birthday Party

Casual Get togethers

Barista

CCD

0

U

0

V

0

60

Less thanW

5More than

U

5

1U

U

5

53

10 Barista

CCD

Barista

CCD

0

10

X0

30

Y 0

Less than

5More than X 5

1a

30

36

X0

Barista

CCD


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Formal Meetings

Self Introspection

Barista

CCD

0

b0

c

0

3040

50

60

Less thanc

5More than

d 5

e

56

b f

c 0

Barista

CCD

Barista

CCD

0

b

0

d0

30

40

Less thanc5

More than c 5

g 6

36

c3

b f

Barista

CCD

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