Volume : I, Issue : IX, June - 2012

Coffee Consumption in India: An Exploratory Study

Shri. Arvind A. Dhond

Abstract :

While south India prefers roasted and ground coffee (filter coffee), north India likes the instant variety. The Financial Express reported: “As coffee culture gets bigger in India, a traditional tea drinking nation, domestic and international chains are lining up big expansion plans to the tune of nearly Rs. 325 crore in the next 3–5 years. Majors players like Barista, Costa Coffee, Cafe Coffee Day and Barnie’s are already working overtime to expand their presence in the country and implement product portfolio overhauls. On this background the present research paper tries to focus on the following objectives: Objectives of the Study: The objectives are to understand: 1. Consumer preference. 2. Attitude towards coffee. 3. Brand loyalty. 4. Buying motivations.

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Shri. Arvind A. Dhond Coffee Consumption in India: An Exploratory Study Indian Journal of Applied Research, Vol.I, Issue.IX June 2012

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