Research Paper on COffee House

Awareness and Perception of Coffee Brands in Nagpur

BY
Akshita Garg - 2013020
Angad Singh - 2013030
Ankit Agarwala - 2013034
Anshita Arora - 2013043
Ashish Malik - 2013053

Submitted To
Professor (Dr) R K Jena
Business Research Methods (BRM)
Institute of Management Technology, Nagpur, India
18.3.2014

ACKNOWLEDGEMENT

We wish to appreciate and thank the Board of Post Graduate Studies of the Institute of Management Technology for giving us the opportunity to take this course. We sincerely express our appreciation to our supervisor Prof. R.K.JENA for his immense support and guidance throughout this research proposal. Thank You all

List of Contents
Content
Page No
Executive Brief
6
1.Introduction 1.1 Café Cultures in India
7
7
2. Literature Review
8
3. Methodology
3.1 Description of Data
3.2 Description of Variables
3.3 Manipulations of the variable or data 3.4 Reflection on ability of data to generalize to the target population 3.5 Statistical techniques
9
9
10
16
16

17
4. Result 4.1 Hypothesis 1 4.2 Hypothesis 2 4.3 Hypothesis 3 4.3 Hypothesis 4
18
18
19
21
23
5. Conclusion
28
7. References
29

List of Tables
Table
Page
1.1 Avg of Preference and Varieties of Food offered
17
1.2 Inference of Avg of Preference and Varieties of Food offered
17
1.3 Anova testing of Avg of Preference and Varieties of Food offered
18
2.1 Descriptive Statistics of Hypothesis 2
19
2.2 Coefficientsa of Hypothesis 2
19
3.1 Descriptives of Hypothesis 3
20
3.2 Test of Homogeneity of Variances
21
3.3 ANOVA of Hypothesis 3
21
3.4 Multiple Comparisons
21
4.1 Descriptive Statistics
22
4.2 Model Summary
24
4.3 ANOVAb of Hypothesis 4
25
4.4 Coefficientsa of Hypothesis 4
25

List of Figures
Figure
Page
2.1 Relationship between income and frequency of visitors
19
2.2 Relationship between expenses at coffee shop and frequent

References: Dey, Kushankar: May 2012 “: Is India’s Coffee Futures Market Informationally Efficient? An Empirical Investigation” International Journal of Emerging Research in Management &Technology ISSN: 2438-4559 (Volume-1, Issue-3) Cleland, Danielle: 2010 : “The Impacts of Coffee Production on Local Producers” Ammisetti, Pradhan : June 2013 : “Lavazza: Charting Growth Plans for the Indian Coffee Market” - International Journal of Emerging Research in Management &Technology ISSN: 2278-9359 (Volume-2, Issue-6) Zikmund, William G., (2009) Business Research Methods. (8th Ed.). New Delhi. Cengage Learning. Mocking Indian: Feb 2013 : “Middle-class India embraces coffee culture” (http://asiancorrespondent.com/97958/middle-class-india-embraces-coffee-culture/)