Name of the Respondent* Date*

Ashish Kumar singh 30-4-2012 Sr. No. of questionnaire*

Good morning/afternoon/evening. I am Mr./Ms. ____________________ a student of BIMM. We are conducting a survey on Market Segmentation of Coffee Shops. I would be grateful if you can spare about 10-15 minutes for me. Information given by you will be kept confidential. SECTION A

1. Which of the following best describes your employment status? Businessman/ Industrialist Self employed Service None of the above Student Homemaker Retired

[IF THE ANSWER IS STUDENT THEN CONTINUE, ELSE TERMINATE] 2. Does anyone from your family works for a Research Agency? Yes No [IF NO THEN CONTINUE ELSE TERMINATE] 3. What are your monthly expenses (excluding basic requirements)? Less than Rs.3000 Rs.7000-Rs.15000

Rs.3000- Rs.70 00

above Rs. 15000

4. Which of the following things do you own? Cellphone Laptop Sports Bike Expensive Watch Car iPod

5. Do you prefer drinking coffee from a Coffee Shop? Yes No [IF NO THEN ASK FOR THE REASONS AND TERMINATE ELSE CONTINUE]

SECTION B

1. Which brand of Coffee Shop comes to your mind when you think about coffee? Caf Coffee Day Barista Mocha Costa Coffee Java Green Any Other

2. How much are you willing to pay for a cup of your favorite coffee when ordering from a Coffee Shop? Rs. 70 Rs. 100 Rs. 110 150 Rs. 150 Rs. 200 Rs. 200 and above

3. How often do you visit a Coffee Shop? Once a week 2-3 times a week 1-3 times a month regularly

6. What is your average coffee intake per day? 1 cup 1-2 cup 2-3 cup More than 3 cups

4. If coffee is your preferred beverage then are you a coffee addict? Yes No

5. Do you consider drinking coffee in a Coffee Shop to be a luxurious activity? Yes No

7. How far are you willing to travel for a cup of coffee of your favorite brand? Within 5 kms. 10 20 kms. . 8. What eateries do you prefer with a cup of your coffee? No, I dont prefer eatables along with my coffee Yes, a pastry/doughnut just adds to the taste Yes, a sandwich just adds to the taste Yes, a brownie Yes, an ice-cream Any other 5kms 10 kms. Any distance to get a sip of my favorite coffee

Section explores your attitude and perceptions regarding coffee consumption.) To what extent do you agree with each of the following statements? Please indicate your answer using The following 5-point scale where: 1. = Strongly disagree 2. = Disagree 3. = Neutral 4. = Agree 5. = Strongly Agree

9. I cannot fall asleep when I drink coffee during the day. 10. Drinking Coffee can lead to health hazards. 11. Drinking coffee gives me an energy boost. 12. I drink coffee because my friends/colleagues do. 13. I drink coffee for the taste. 14. I drink coffee because it is fashionable 15. Drinking coffee relaxes me 16. I prefer drinking tea to drinking any type of coffee 17. I dont mind paying more for the quality 18. I drink coffee to help me stay awake. 19. I prefer local brands of coffee to imported ones 20. Drinking coffee makes me feel important. 22. I think coffee adds to the calories.

1 1 1 1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2

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5 5 5 5 5 5 5 5 5 5 5 5 5

21. How important is each of the following to you when you are purchasing or ordering a coffee From a coffee shop 1. = Totally Unimportant 2. = Unimportant 3. = Neutral 4. = Important 5. = Very Important

Taste and Quality of products Purchasing or Ordering a specific brand Convenience Price of coffee Ambience of coffee shop Behaviour of staff Variety Overall Service Wifi Crowd

3 4 4 4 4 4 3 5

DEMOGRAPHICS

1 . What is your gender? Male Female

2 . What age group do you belong to? 18 and below 19 24 25 -29 50 and above 30 - 34 35 39 40 49

3 . What is your education qualification? SSC HSC NONE OF THE ABOVE GRADUATE POSTGRADUATE

5. Which of the following best describes your yearly income? Rs. 150000 Rs. 250000 Rs.250000 Rs. 350000 Rs. 350000 Rs. 500000 RS. 500000 and above

6. What is your marital status? Single Married