DETERMINANTS OF CUSTOMERS’PREFERENCE OF VISITING A COFFEE OUTLET (original) (raw)

Coffee chains have been popular in many countries. However, in India coffee chains have struggled to make their presence. A number of big global coffee brands such as Starbucks, Barista, Costa, The Coffee Bean & Tea Leaf, McCafe etc. have been trying to cater the Indian customers. However, majority of them have failed to make a profit and most of them have reported a loss because India is traditionally not a coffee drinking nation. Therefore, the main focus of the current study is to understand the major drivers of customers’preference of visiting café coffee outlet in Bengaluru city. In order to realise the stated objectives the researchers have identified eight major determinants of visiting a coffee outlet by the customers. They are Ambience, Atmosphere, Layout, Hedonic, Emotion, Impression, Behaviour and Preference. The data has been collected from a structured questionnaire and was administered on 260 respondents. The validity of the questionnaire was adjudged, using Cronbach's coefficient (α) was calculated to test the reliability and internal consistency of the responses. The study found a significant relationship of Gender, Age, Occupation, Qualification and Annual Income with the chosen determinants of visiting the outlet. Study results show that the major determinants that influence the respondents to visit Café Coffee Day were Layout, Emotion, Behaviour and Preference