A STUDY OF CUSTOMERS PREFERENCE TOWARDS KDFC (WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT)

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1 A STUDY OF CUSTOMERS PREFERENCE TOWARDS KDFC (WITH SPECIAL REFERENCE TO COIMBATORE DISTRICT) G.VIGNESH 1 K.KAVITHA 2 1 Research Guide & Head- PG Department of International Business, NGM College, Pollachi 2 Research Student, II MIB, NGM College, Pollachi ABSTARCT Coffee has been a satisfying human experience since ancient times. Coffees are the regarded as the most popular temperance drink in the world. Every day billions of cups of tea and coffee are consumed by the consumers. The present study examines the consumer preference towards KDFC, Coimbatore. The profile of KDFC and the customer preference towards KDFC outlets were prepared and distributed to the respondents. INTRODUCTION Coffee has been a satisfying human experience since ancient times. Around the world, coffee has earned an almost religious respect and is an important part of many social and special events. A multitude of coffee experiences pour over into our daily lives in healthcare facility lunchrooms, work areas, espresso bars, where patients eat/snack, and anyplace cups and contemplation come together. Coffee itself is a part of our culture, giving us pleasing aromas, flavors, and rituals that combine to symbolize well being in daily life. Coffee can help us satisfy those we serve, and enhance the image of our food service and organization as a whole. Coffee are the regarded as the most popular temperance drink in the world. Every day billions of cups of tea and coffee are consumed by the consumers. The competition is more because of big market. So, most of the companies emphasize on differentiate their product from competitors. Perceived quality is one of the bases of this quality measured by the consumers. So, in sometimes it becomes essential for some companies to improve the quality of their product. Now-a-days huge numbers of consumers are shifting their preference to Coffee. The Indian coffee sector has come a long way since pre independence. The Indian coffee industry has been going through various changes after liberalization of Indian Economy in July Coffee is no stranger to India. It has been around since the 17th century with consumption initially limited to the southern region of the subcontinent. But that's all changed now. Indian consumers have evolved. They are exposed to international trends through films, advertising, youth community sites and personal blogs. As a result, coffee has made its way across the Indian landscape rooting itself in the lifestyles of both the young and the old. Research has revealed that the people who visit cafés want more than a cup of coffee. They want an interactive experience, in an ambience that is friendly, comfortable and warm. Each KDFC Coffee is a consequence of this knowledge. It's a place where people can spend time with friends, family or even by themselves enjoying authentic coffee in an inviting, enriching and an unobtrusive environment. Barista Lavazza does everything to make its guests feel comfortable and welcome. Friendly and efficient brew masters serve with a smile while a cheerful, interactive ambience makes guestswish their coffee breaks could last just a little bit longer. In the process, the brand has simply become the place 'where the world meets. In present competitive scenario of Indian coffee industry, customers can have choice among various service providers. They can select on the basis of trust, products, or service and efficiency icmrrjournal@gmail.com

2 Customers are increasingly aware of the options on offer in relation to the rising standards of service. Level of customer satisfaction is becoming the major target of coffee shops to increase the market share. Coffee is a product category that offers a wide array of brands and varieties and these options provide opportunities for consumers to trade down. Most brands offer varieties across the spectrum of regular, premium, super premium and gourmet; some brands extend beyond this spectrum to include specialty products such as cappuccino and espresso. Consumers are expected to express a level of price-sensitivity toward brands and varieties of coffee that is dependent on their socioeconomic characteristics. OBJECTIVES OF THE STUDY To identify the Profile of KDFC. To examine the customer Preference to KDFC Outlets RESEARCH METHODOLOGY The study has been made on the consumer preference to KDFC in Coimbatore District. The methodology adopted in the data collection and analysis of data has been detailed below. RESEARCH DESIGN The design chosen is descriptive research design. It includes surveys and facts findings enquiries of different kinds SAMPLING METHOD The study is make through a Convenient Sampling Method. SAMPLING UNIT The study covers the KDFC users in the mention all the branches or areas. SAMPLING SIZE Adopting convenience sampling technique, 150 respondents were chosen among the population of KDFC users in Coimbatore District. STATISTICAL TOOLS PERCENTAGE ANAYSIS Percentage refers to a special kind of ratio in making comparison between two or more data and to describe relationships. Percentage can also be used to compare the relative terms in the distribution of two or more sources of data. Number of Respondents Percentage of Respondents = X 100 Total Respondents REVIEW OF LITERATURE Islam Md. Monirul and Jang Hui Han (2008), Perceived Quality and Attitude Toward Tea & Coffee by Consumers. The main purpose of this study is to determine the consumers perception and attitude toward Tea and Coffee. Total 100 South Korean consumers participated as respondents in this study. Fishbien s Multi-attribute attitude model and t-test were used to measure hypothesis and compare attitude toward Tea and Coffee. Findings indicate that consumer attitudes toward Coffee and 45 icmrrjournal@gmail.com

3 Tea differed significantly among consumers in Korea. Consumers had an overall more positive attitude towards Coffee compared with Tea with regards to availability, different flavor, and environment of shop attributes. In contrast, mean value and t-value indicate that there were no significant differences in aspects of freshness, habitual facts, and status, but correlation value indicate that there were some differences with regards to freshness and status. Findings of this study are only related to the consumers from South Korea, study period was September 2010 to January 2012, and maybe it is not generalized to other nationalities or countries. The research hints that the Tea Company should give attention to its marketing strategy on enhancing the attributes of different flavor, availability and "good environment of shop". Jyotsna Krishnakumar and Catherine Chan-Halbrendt (2010), Consumer Preferences for Imported Kona Coffee in South India. The main objective of the study is to explore consumer preferences for imported, specialty, high-end Kona coffee in South India. The Sample size of the study is 100. The statistical tools like Chi square text, standard deviation, coefficient of variation, etc will be used to analysis the data. Conjoint choice experiment with latent class analysis is used and results indicate that India offers an export market potential for Kona coffee, provided it caters to consumer preferences. Results show a significant preference for strong taste. The relative importance of price is lower than taste but majority are also adverse to higher prices. However,15% of the sample population does not care about price but does care about taste, indicating the possibility of a high-end niche market segment. Based on the results, marketing strategies and policy recommendations have been suggested. Felix Adamu Nandonde (2012), Consumers attitude towards Fairtrade coffee in the UK. The purpose of this research was to understand factors influencing consumers Fairtrade coffee purchase intention in the UK. The research employed convenience sample of 219 people who drink coffee and have knowledge about fair trade products. Factor analysis was conducted with sample of 219 coffee consumers with the aid of SPSS 17. The general findings of the study indicates that credence processing attributes defined as ethical, production techniques and fair trade products are the major factors that influence consumers intention in purchasing of coffee in the UK. However, credence process content attributes such as quality and decaffeinated coffee also emerged as the most significant factors in influencing consumers attitudes towards coffee. Eugene Jones (2010), An Empirical Assessment of Consumers Preferences for Coffee. This study examines the purchasing behavior of inner-city and suburban shoppers for more than 265 brands and varieties of coffee. This research is rooted in the premise that inner-city shoppers have higher levels of price-sensitivity for all brands, varieties and categories of coffee. Economics serves as the foundation for this premise and this researcher has confirmed its validity for products such as breakfast cereals, cheese, milk and orange juice. The Sample size of the study is 150. The statistical tools like Chi square text, standard deviation etc will be used to analysis the data. Results from this study provide limited support for this premise, as nine of twelve own-price elasticities showed innercity (lower-income) shoppers to have price-sensitivity levels statistically insignificant from those of suburban (higher-income) shoppers. Finally, inner-city (lower-income) consumers are more inclined to purchase private labels and this purchase behavior provides opportunities for retailers to stock and display more of these products in selected stores and ultimately increase coffee returns. Achmad H. Sutawidjaya and Suharyanti (2012), The Influence of Service Quality on Customer Satisfaction - Study in Starbucks Coffee. The background of this study aimed to assess the influence of service quality on customer satisfaction as measured using Gronroos approach (1988) in describing the two-dimensional. The sample of this study is Starbucks at rest area Km.19 Tol Jakarta 46 icmrrjournal@gmail.com

4 Cikampek. The sample used in this study amounted to 130 people who are consumers of Starbucks Km.19 rest area Tol Jakarta Cikampek. The sampling technique used by the author is using convenience sampling, where researchers have the freedom to choose who encountered as a sample, but still restricted to respondents who are consumers of Starbucks Rest Area Km.19 sample questionnaire data collection is done by directly approaching the Rest Area Km.19 Starbuks visitors. From the results of studies using multiple linear regressions, we find that the technical quality and functional quality affects customer satisfaction. However, the influence exerted by the technical quality is not so dominant as compared to the influence exerted by the functional quality. Lisa Waxman (2007), Social and Physical Factors Influencing Place Attachment the Coffee shop. This study explored the characteristics that encourage gathering behavior and contribute to place attachment in selected coffee shops in the context of literature suggesting social gathering places contribute to social capital. These gathering places, with the potential to enhance community in this manner, have been called third places. Each coffee shop was observed for twenty-five hours for a total of seventy-five hours. Eighteen interviews were conducted and surveys were collected from 94 patrons to reveal patron attitudes toward the physical and social aspects of the coffee shop as well as their feelings regarding the community in which they live. The key findings regarding the physical characteristics showed the top five design considerations included cleanliness, appealing aroma, adequate lighting, comfortable furniture, and a view to the outside. Regarding feelings of community, survey findings from coffee shops patrons showed a positive correlation between length of patronage and their sense of attachment to their community. Kasnaeny K, Achmad Sudiro, Djumilah Hadiwidjojo, Fatchur Rohman (2013), Hedonic and Utilitarian Motives of Coffee Shop Customer in Makassar, Indonesia. This study aims to determine the hedonic and utilitarian motives behind consumer decisions to drink coffee in a coffee shop in the city of Makassar, South Sulawesi, Indonesia. data is additional data that can be used to provide an overview of the problems of research. The Sample size of the study is 180. The statistical tools like Chi square text, standard deviation, coefficient of variation, etc will be used to analysis the data. To know these motives, this study used a qualitative approach, which aims to explore the true meaning of the reason for the consumption of coffee in a coffee shop. Research informants as many as 16 people, which is obtained by using purposive sampling. The results showed that the motives that belong to the hedonic motives that influence the customer's decision in choosing the coffee shop. Wen-Ko Liang (2008), Analysis of Coffee shop market. There are many coffee shops existing in UK already, including the chain of coffee shops and independent coffee shops, besides, non-specialist coffee shop also exist around UK residents. Chain of coffee shop hold the significant coffee market share in UK, which including the main players Costa, Starbucks and Caffe Nero. The Sample size of the study is 80. The statistical tools like Simple Percentage and Chi Square test. The coffee market in UK is very competitive through various manners, such as service, quality of coffee, price of products, atmosphere of coffee shops and so on, that will all affect customer buying behavior. On the other hand, the external environment also have a little impact in the coffee market, however, no matter chain of coffee shop or independent coffee shop, there is still have the room for enter this market. H. J. Moolman (2010), Restaurant Customer Satisfaction. Restaurants form one of the core components of a mall s retail offering and its tenant mix. In order to successfully manage the tenant mix, research suggests that mall management continuously monitor their tenants performance through customer satisfaction and return patronage surveys. The purpose of the study on which this article is based, was to gain insight into restaurant customers satisfaction and return patronage in a 47 icmrrjournal@gmail.com

5 shopping mall context. A mixed-methods research design was followed. The views of restaurateurs and mall managers were explored (qualitative) and 590 customers of eight restaurants situated in the mall successfully completed questionnaires (quantitative). Analysis of variance, t-tests, correlation analysis and regression analysis were performed to reach the objectives of the study. This research showed that food quality, quality service, restaurant ambience, the quality of facilities and the presence of management are important attributes in contributing to customers overall dining satisfaction. Food quality and overall dining satisfaction are regarded as important attributes for restaurant customers decision to return to a mall restaurant.. Mall restaurants were not equally successful in satisfying their customers in terms of service quality, quality of facilities and the presence of management. Nicolas Gueguen and Christine Petr (2010), consumer behavior in a restaurant. An experiment was carried out in a restaurant where lemon and lavender aromas were diffused and compared to a no-aroma control condition. The results confirmed the hypothesis that scents have an influence on restaurant customers behavior. The study found that both length of time and the amount of money spent were positively affected by lavender. Results showed that lavender but not lemon aroma increased the length of stay of customers and the amount of purchasing. The hypothesis that lavender produces a relaxing effect is offered to explain the results. Only one restaurant was used in the experiment and the sample of customers tested was relatively small (n = 88). Therefore at this stage it would be impossible to generalize the results to other restaurants. ANALYSIS AND INTERPETATION Table 1 GENDER COMPOSITION GENDER NO.OF.RESPONDENTS PERCENTAGE Male Female It is clearly seen from table 1 that 97, 64.7% respondents are male while 53, 35.3% respondents are female. Since KDFC attracts more male because of male drivers female than shows, it is reflected above. Table 2 AGE COMPOSITION AGE NO.OF.RESPONDENTS PERCENTGE Less than 20 years Between 20 years and 40 years Between 40 years and 60 years Above 60 years From table 2, it is observed that 24, 16% respondents are of the group Less than 20 years of age while 90, 60% respondents are between 20 years and 40 years, while 35, 23.3% respondents are between 40 years and 60 years and 1, 0.6% respondents are Above 60 years. Majority KDFC customers are between 20 years and 40 years because is invites more customs at less age group icmrrjournal@gmail.com

6 Table 3 EDUCATION QUALIFICATION EDUCATION NO.OF.RESPONDENTS PERCENTAGE QUALIFICATION No formal education Educated up to 12 th Graduated Professionally qualified It is clearly seen that from the above table 3,1,0.6% respondents have No Formal Education While 46,30.7% respondents are educated Up to 12 th,67,44.7% respondents are Graduated and 36,24% respondents are Professionally Qualified.KDFC is attracted mostly by graduates. Table 4 OCCUPATIONAL STATUS OCCUPATION NO.OF.RESPONDENTS PERCENTAGE Self Employed Employee Home Maker Students It is clearly seen that from above table 4, 45, 30% respondents are Self Employed, While 62, 41.3% Respondents are Employee, 17, 11.3% Respondents are Home Maker and 26, 17.3% respondents are students. More number of Employees prefers KDFC as they travel often related with their work. Table 5 KDFC VISIT - REASON VISIT OF KDFC NO.OF.RESPONDENTS PERCENTAGE To have snacks along with coffee For Relaxation To have coffee It is clearly seen from table5 that 43,28.7% respondents are visiting KDFC to have snacks along with coffee, while 40, 26.6% respondents are visiting for relaxation, and 67, 44.7% respondents are visiting to have coffee. Majority of customers visit KDFC to have coffee as their prime reason. Table 6 BRANCHES OF KDFC BRANCHES OF KDFC NO.OF.RESPONDENTS PERCENTAGE Udumalpet to Pollachi Udumalpet to Dharapuram Pollachi and Coimbatore Pollachi to Palaghat From table 6 it is clearly seen that 26, 17.3% Respondents are udumalpet to pollachi while 39, 26% respondents are udumalpet to dharapuram; while 64, 42% respondents are pollachi and Coimbatore, while 21.14% respondents are pollachi and palaghat. Since KDFC is more then used of the branch of pollachi and Coimbatore icmrrjournal@gmail.com

7 FINDINGS INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW Since KDFC attracts more male because of male drivers female than shows, it is reflected above. Majority KDFC customers are between 20 years and 40 years because is invites more customs at less age group. KDFC is attracted mostly by graduates. More number of Employees are preferring KDFC as they travel often related with their work. Majority of customers visit KDFC to have coffee as their prime reason. Since KDFC is more then used of the branch of pollachi and Coimbatore. SUGGESTION They can attract the customer with more varieties of coffee. They can provide milk shake, cold coffees also to attract youngsters. CONCLUSION The conclusion of the study is presented in this chapter. The discussions about the findings in terms of the participants demographic data and their customer reference towards KDFC were analyzed