research project on''consumer prefrences towards coffee in faisalabad city

7/31/2019 Research Project on''Consumer Prefrences Towards Coffee in Faisalabad City''

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CONSUMER PREFRENCES TOWARDS COFFEE

IN FAISALABAD CITY

MUHAMMAD ZUBAIR TARIQ

2010-ag-860

A research project submitted in partial fulfillment of the requirement

for the degree of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING

INSTITUTE OF BUSINESS MANAGEMENT SCIENES

UNIVERSITY OF AGRICULTURE, FAISALABAD


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DECLARATION

I hereby declare that contents of this research report, Consumer preferences towards coffee in

Faisalabad city are product of my own research and no part has been copied from any

published source (except the references and protocols). I further declare that this work has not

been submitted for award of any other diploma/degree. The university may take action if the

above statement is found inaccurate at any stage.

Signature of the student

Muhammad Zubair Tariq

2010-ag-860


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To

The Controller of Examinations,

University of Agriculture,

Faisalabad

We, the supervisory committee, certify that the contents and form of research project

submitted by Mr. Muhammad Zubair Tariq, 2010-ag-860, have been found satisfactory and

recommended that it be processed for evaluation, by the external examiner.

Supervisory Committee

1. Chairman

(Dr. Abdul Ghafoor)

2. Member

(Mr. Hammad Hassan)

3.

Member

(Mr. Adnan Adil)


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DEDICATION

I dedicate this humble effort,

the fruit of my thoughts and study to my

affectionate Parents and worthy, whose love,

as deep as the sea, as pure and unsullied lily, and as constant

as northern star and whose advices, as valuable

as Brazilian diamonds have transformed

my dreams into reality.


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ACKNOWLEDGEMENT

IN THE NAME OF ALLAH THE COMPASSIONATE, THE MERCIFUL

Blessings are for the Holy Prophet (PBUH) who is the real source of

knowledge and wisdom

Credit goes to my worthy supervisor Dr. Abdul Ghafoor, Assistant Professor Institute of

Business Management Sciences, who really had to extract and squeeze the time from his

tight schedule to supervise me throughout my research work.

My heartiest thanks to Mr. Hammad Hassan, Lecturer Institute of Business

management Sciences, for his guidance and corporation regarding this project Endeavour.

I extend my profound gratitude to Mr. Adnan Adeel, Lecture Institute of Business

Management Sciences, for his scholarly guidance and friendly affection towards the

completion of this manuscript.

Before I finish, I would like to thank my beloved parents, my uncles and my

teachers whom I am really indebted to, for their prayers and perpetual encouragement.

My friends and group fellows really deserve to be appreciated for sparing me to have this

task satisfactory completed.

MUHAMMAD ZUBAIR TARIQ

2010-ag-860


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CONTENTS

Sr. No. CONTENTS Page No.

1 ABSTRACT 12

2 INTRODUCTION 13

3 LITERATURE REVIEW 20

4 MATERIALS & METHODS 26

5 RESULTS & DISCUSSIONS 30

6 CONCLUSIONS & RECOMENDTIONS 52

7 REFRENCES 54

8 APPENDIX 56


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Chapter

No.Table of Contents Page No.

Abstract 12

1

1.11.2

Introduction

Problem StatementObjectives of the study

13

1919

2 Literature Review 20

3

3.1

3.1.1

3.1.2

3.2

3.2.1

3.3

3.4

3.4.1

3.4.2

3.5

3.5.1

3.5.2

3.6

3.6.1

3.6.2

3.4

3.5

Research MethodologyResearch Approaches

Qualitative Research ApproachQuantitative Research Approach

Data Collection MethodsPrimary Data Collection Method

SurveySampling Plan

PopulationSample Size

Research tools for data collectionUse of QuestionnaireField Work

Data Analysis TechniquesUse of SPSS softwareDescriptive Formula of %

Assumptions in research MethodologyLimitations of Research Study

2626

2626

2626

2727

2727

282828

282828

2929

4 Results and Discussions 30

5

5.1

5.2

Conclusion and RecommendationsConclusionRecommendations

525253

References 54

Appendix 56


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LIST OF TABLES

Sr. No. Tables of Result Page No.

1.1 World production of coffee (2010-2011) 16

4.1 Distribution regarding age of the respondents 30

4.2 Distribution regarding Gender of respondents 31

4.3 Distribution according to material status of respondents 32

4.4 Distribution according to occupation of respondents 33

4.5 Distribution of respondents according to their No. of family members 34

4.6 Distribution according to monthly income of the respondents 35

4.7 Distribution according to brand liking by respondents 36

4.8 Distribution according to respondents preference of coffee over tea 37

4.9 Distribution according to respondents preference regarding Quality and

Price38


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4.10 Distribution according to consumers motivation to enjoy coffee as a hot

drink39

4.11 Distribution regarding consumers taste of brand 40

4.12 Distribution regarding effect of advertisement on brand selection 41

4.13 Distribution Regarding Price of Favorite Brand 42

4.14Distribution Regarding Duration of use of Coffee (Years)

43

4.15 Distribution regarding use of coffee as a part of daily routine 44

4.16 Distribution of respondents regarding type of coffee drink used 45

4.17 Distribution regarding the use of coffee when a person is relaxed or tired

46

4.18 Distribution regarding coffee as an energy booster 47

4.19 Factors that influence to purchase coffee or take coffee at coffee bar 48

4.20 Distribution regarding the placement at which a respondent enjoys the

coffee49

4.21 Distribution regarding reading of ingredients written on coffee tin 50


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ABSTRACT

Coffee is one of the hot beverages having different tastes and colors according to its verities. It

has an interesting historic time line and has been used over the centuries. Arabica and Robusta

are coffees primary species which have further verities based on these two species. It is one of

most trading commodities and is produced in more than 70 countries of the world. Various types

of coffee beverages are prepared like Espresso, Cappuccino, Americano and Coffee Latte.

Benefits and side effects both are associated with coffee depend on its usage. In Pakistan coffee

culture is dominating in many forms due to awareness and in upper class society in spite of this

Pakistan is a tea culture.

The main objective of the study is to analyze the consumption pattern of coffee in Faisalabad

city. Moreover to analyze the demographic, socioeconomic and other factors which impact on

purchasing decision of the people. Preferences for different brands of coffee and to examine the

health related issues are also the main focus of the study.

Using the quantitative research approach the primary data has been collected and analyzed with

the help of a questionnaire. The sample size 0f 56 respondents have been selected in the

population of Faisalabad city with specific assumptions and limitations. In this research study the

data analysis techniques including descriptive formula of percentage and SPSS software has been

used.

The studies show that majority of the students and high income groups consume coffee on

regular basis. Nescafe has more loyal customers and most of the people like coffee on the basis

of advertisement and its bitter taste. Other factors like quality and price also have an impact on

the usage of coffee as a hot drink. Most of the people consume coffee for getting relaxation and

they are also conscious about its health related issues.


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Chapter 1

INTRODUCTION

Coffee is known as the hot beverage with a bitter flavor prepared from the roasted seeds of the

coffee plant. It is present in many colors like Dark brown, beige, black and light brown. Coffee is

one of the most traded agricultural commodities and is cultivated in more than 70 countries of

the world. It can have a stimulating effect on humans due to its caffeine and is one of the most

consumed beverages in the world.

Coffee has a very interesting historical timeline. There is a myth that coffee may have been first

discovered by a herdsman in Ethiopia. He noticed that his goats got more energetic after

consuming certain type of berries. He got some of these berries back to the village and it was

boiled in water and soon realized its stimulating effects and the rest was history. For some time

the Ethiopians kept their monopoly on this crop and kept it a secret. The Dutch eventually in

1616 managed to steal some live coffee trees or beans and managed to grow them in greenhouses

in Holland. By 1699 the Dutch were growing coffee at Malabar in India and in Batavia in Java -

Indonesia. It is the Dutch who are credited to have made coffee so popular by 17th Century and

became the main suppliers of coffee to Europe. By 17th century coffee houses opened in Italy,

Austria and England.

The primary species of coffee, Coffee arabica, originated in Ethiopia and migrated to the rich

coffee belts of Brazil, Columbia and other countries. By the 18th Century the French had

introduced coffee cultivation to Martinique, and by the end of the century there were between 18

and 19 million coffee bushes firmly establishing Central America and South America as

important coffee producers.

Coffee is grown on five continents, is consumed worldwide, and is one of the most important

commodities traded on the world markets. Today after oil coffee is the most important foreign

exchange revenue source for some developing countries and provides millions of jobs and

supports many economies worldwide. Coffee is an important commodity that is regularly traded

on London and New York stock exchange.

At present there is existence of more than 50 species of coffee which is cultivated in the different

regions of the world. Coffee varieties are the diverse cultivars derived through selective breeding


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or natural selection of coffee plants. Coffee beans found on different places have different

characteristics such as flavor (citrus or earthy), caffeine content, body or mouth feel, and acidity.

All these factors reflect the local environment where the coffee plants are cultivated, their

method of process, and the genetic subspecies. In this sense, coffee can be considered similar to

wine, which also demonstrates clear regional variation. Coffee from a single geographical

location is called single-origin

There are 2 main varieties of coffee

i) Arabica varieties which is famous specie of coffee and is considered that it has rich

flavor than Coffea Robusta. Arabica has many different varieties, each with unique

characteristics.

ii) Robusta varieties, these are not separate varieties of bean, unusual and very expensiv

and these beans are collected from the droppings of the Common Palm Civet, whose

digestive processes give it a distinctive flavor. (Wikipedia,2010 )

Map of coffee bean production (Arabica and Robusta)

Another main aspect of coffee associated activities is coffee culture. It refers to social

atmosphere or series of associated social behaviors that depends heavily upon coffee and

functions as as a social lubricant. In the late 20 th century the coffee culture has dominated in

many forms. . People that participate in cafe culture are sometimes referred to as "cafe au laiters"

and "espressonites". The style of coffee culture varies country to country and nation to nation.
http://en.wikipedia.org/wiki/File:Carte_Coffea_robusta_arabic.svg


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Moreover the term coffee culture is also used mostly in popular and business media to describe

the deep impact of the market penetration of coffee-serving establishments. Coffee culture is

present in many forms like In media, Coffee houses, social aspects including coffee parties and a

coffee break. (International Coffee Organization)

Coffee is an important commodity and a popular hot beverage. According to estimation over

2.25 billion cups of coffee are consumed in the world every day. Over 90% of coffee production

takes place in developing countries and consumption happens mainly in the industrialized

economies.

Coffee trees produce their best beans when grown at high altitudes in a tropical climate where

there is rich soil. Besides location, other factors like the variety of the plant, the chemistry of the

soil in which it is grown, the weather, particularly the amount of rainfall and sunshine affect the

quality and flavor of coffee. There is variation in quality and taste of coffee due to distinctions

between coffees from countries, growing regions and plantations worldwide.

Coffee is cultivated in more than 50 countries around the globe and world production of beans

can be broken down to 65% in Central and South America, 25% in Asia/Pacific and 10% in

Africa

World production of coffee beans (National Coffee Association USA, 2010)


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The following is a table of the worlds 10 largest coffee-producing nations, measured in

thousands of bags, for the 2010-2011 crop years. One bag weighs 60 kilograms (132

pounds).

1.1World Production of coffee (2010-2011)

Sr. No Country of production Production (Thousands of bags)

1 Brazil 54,500

2 Vietnam 18,725

3 Colombia 9,500

4 Indonesia 9,325

5 India 5,100

6 Ethiopia 4,400

7 Honduras 4,000

8 Peru 4,000

9 Guatemala 3,910

10 Mexico 3,700

(Bloomberg, 2010-2011

Various types of coffee beverages are produced from Coffee beans and it is considered third

consumable drink in the world. Coffee has an energizing effect on human body because of it is

very popular as a morning starter. It is positive only in that case if it is taken in small doses.

Mainly coffee is available in the powder form known as instant coffee in the market but it may

also be taken in the form of roasted beans. This powdered coffee or beans of coffee can be used

to make different varieties of coffee beverages. Some common types of coffee beverages include

Espresso, it is a very popular drink and prepared in espresso machine in which coffee in the form

of beans or powder is mixed up with hot water. Espresso has a strong taste and is famous by the

thickness of its forth. Second is Cappuccino, it is another type of coffee drink which is derived

from espresso and is made combining equal parts of steamed milk, froth and espresso. It is a

sweet, rich drink which can be taken as a dessert. Third is Americano, it is famous coffee drink

derived from espresso and is simply made by adding hot water to an already made espresso.


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Americano is a strong coffee drink and people use it with less milk and sugar into it and fourth

one is Cafe Latte, it is likethe above mentioned types, latte is also derived from espresso and is

not very strong but is robust and rich (hub pages, 2012).

Numerous studies and scientific researches have been conducted on coffee over the years.Generally speaking, coffee does not appear to cause significant damage to your body and may

even help in some situations. According to Dr. Rob Van Dam, writing for the Harvard School of

Public Health, if you drink up to six cups of coffee per day, you are at no greater risk of an early

death than those who abstain from the drink.

Health Benefits of coffee:

Reduced risk of Alzheimers disease and Dementia

Reduced risk of gallstone disease

Reduced risk of Parkinsons disease

Cognitive performance (short term recall)

Analgesic enhancement (caffeine can help fight pain)

Reduced Risk of some Cancers

Ant diabetic

Liver protection (coffee can reduce the incidence of cirrhosis of the liver)

Cardio protective (protects against cardiovascular disease)

Provide anti-cancer benefits

Side Effects of coffee:

Insomnia

Nervousness

Restlessness

Irritability

Anxiety, depression, vomiting, increased urination


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Fast heartbeat

Muscle tremor (mayo clinic, 2010)

No detailed study has been conducted on coffee in Pakistan in recently many years and I am

going to elaborate all the aspects of coffee market in Pakistan.

In Pakistan coffee is used as a hot drink by upper and middle income groups because with

increasing poverty and decreasing purchasing power people are more inclined towards tea. In

Pakistan small specialty coffee shops and branded retailers have set up their businesses such as

Starbucks and Dunkin & Dounts. Moreover Italian and Turkish brands are also proving popular

in Pakistan.

Younger generation in Pakistan now generally prefers coffee and due to its awareness a

competition has arisen in tea market. Main reason for this dominance of coffee culture is that

coffee is more helpful in keeping energy levels going than tea ever has been

Pakistan is a tea culture. However with time we have seen Pakistan opening its doors to the

coffee culture. Coffee culture has been so fast in spreading its wings with new coffee outlets

opening left right and centre in Pakistan. These coffee shops have played an important role in

introducing coffee to the masses in Pakistan. Professionals in Pakistan who need to be on the go

for long hours are fast quitting the frequent tea breaks with fewer coffee breaks.

In Pakistani coffee market many varieties of instant coffee mixes are available like Nescafes 3

in 1 Creamer. Ironically tea is considered more difficult now that is how intensely coffee culture

has taken over. In addition usage of coffee in everyday products especially bakery products has

become very frequent. (Fashion central, 2009)

Coffee house culture is relatively new in Pakistan and while in Karachi, coffee shops

have been popular even before the millennium, it was local coffee shop Espresso that

really made coffee culture come to the forefront and now, there is a coffee shop in

practically every lane of Zamzama. But none of them have progressed beyond the

hanging out phase. (Express Tribune, 2012)


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In recently many years a growth in use in coffee has been seen in Pakistan because. It is

considered that it provides the freshness and keeps the body hot in cold season. A competition

has arisen in Pakistani market between coffee and tea now many professionals prefer coffee and

take breaks of coffee to make them fit for work. There are many varieties of coffee in the world

and also found many coffee varieties in Pakistan. So that means that for a better coffee it is

important that you should have a better variety to make it perfect. (Fashion Trends, 2011)

1.1 Problem Statement

Due to increasing habits towards hot beverages people are more declined in use of coffee. There

is need of checking Consumer preferences towards coffee in Faisalabad city.

1.2 Objective of the study

1. To study the consumption pattern of coffee in Faisalabad city

2. To examine the socio-economic and demographic factors influencing the consumption of

coffee in Faisalabad city

3. To analyze the consumer preferences for different brands of coffee and its quality traits

4. To examine different factors effect on purchase decision of coffee or enjoy coffee at coffee bar

4. To study the health related issues associated with consumption of coffee

6. Taking the suggestions and complaints of the consumer and dealer.


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Chapter 2

LITERATURE REVIEW

Review of the Literature is an integral part of any research study. It plays a significant role in

shaping perspective of researching to set the tone of the study. A huge volume of literature is

available with regard to coffee background and its related articles, particularly coffee. Here, a

brief attempts is being made to explore of the little of the vast array literature resources relating

to coffee and its consumer preferences in Pakistan and other countries.

Colin (2003) provided a brief view about history of coffee, he stated that people were familiar

with espresso, cappuccino, or latte and we love it and need it. The origin of coffee is Ethiopia

and Yemen before 600 AD and they discovered the coffee Arabica plant. The coffee cultivation

spread vast when Arab traders roasted and drunk coffee in 13 century and until 1600 AD Africa

and Arabs had monopoly on coffee production and trading. In middle of 16th

century coffee were

brought to in Egypt, Syria, Persia and Turkey and then coffee found its way to Vienna, Austria

and home of Europe. In the 18th

century with the Cafe revolution it causes to change consuming

habits in Europe. In 1822, a Frenchman named Louis Bernard Rabaut invented a machine which

was formerly used to brewing the coffee and it leads to the inventions of further coffee related

technologies and machines. Decaffeinated coffee was first invented in 1903 and the first mass

produced instant coffee was invented by an English chemist named George Constant Washington

in 1909. In 1962 under the International Coffee Agreement the coffee started to export and in the

21st century, coffee goes through many processes to become the "Double-tall, half-cafe latte"

you enjoy today.

Clarke (1985) Varnam and Sutherland, (1994) Green coffee is prepared from berries of coffee

trees by a relatively complex series of process steps carried out entirely within the producing

countries. The fundamental purpose of green coffee processing is the recovery of the beans, by

removing the various covering layers and drying to produce green beans with moisture content

below 12%. Dry process and wet process, are similar processes including grading, cleaning and

polishing are performed.


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Pelsmacker (2005) conceptualized the Consumer preferences for the marketing of ethically

labeled coffee. He explained that different customers are attached to different characteristics and

marketing practices of ethically labeled coffee, i.e. type of ethical issue, label issuer, amount of

information provided, distribution and promotion strategy and branding of coffee related items.

Patrick De Pelsmacker selects the sample of 750 Belgium customers and conducted a web based

survey. He concluded that different customers give importance to coffee which is ethical labeled

and they keep follow the type of ethically label and issue of the labeling. This kind of coffee

must be available in every super market of each country and also the availability of non ethical

coffee brands. The coffee which is fairly trade labeled must be considered that it has preference

over eco- and bio-labels coffee. Labels are issued by the government and mostly consumers

prefer the information printed on the packaging. Across different socio-demographic groups the

consequences of ethically labeled coffee remains the same and there is very little importance of

Out-of-shop promotion of the label and the type of brand.

Varnam and Sutherland (1994) explained that commercial coffee has two most important

varieties like Coffeea Arabica and Coffea Conephora. These two verities of coffee are known as

Arabica and Robusta respectively. They explained that Arabica and Robusta beans are used for

making commercial coffee beverages or blends of them. It is considered that Arabica coffee has

better quality and taste and is more expensive than that of Robusta.

Varun (2008) conducted the study on consumption behavior of coffee in Karnataka, India. He

concluded by using 240 randomly selected samples that education, family size, and price per unit

of coffee are highly significant with respect to demand of coffee and consumption of coffee in

urban areas is 81.70 while its consumption in rural areas is 63.80. . Bru and Nescafe were the

two most preferred commercial brands of coffee and people preferred quality, aroma, taste and

flavor Quality, aroma, taste and flavor of coffee over the celebrity endorsement and influence by

retailers. Around 20 per cent of the doctors give their opinions that coffee acts as a stimulant and

also reduces cardio-vascular diseases to some moderate extent. Moreover doctors also suggested

that coffee must be used after the age of 16 years.

Ricketts et al. (2004) explains the Economic value of tropical forest to coffee production. He

suggests that economic forces effect on biodiversity that is characterized by the value of nature, a

tricky business from biophysical, socioeconomic, and ethical perspectives. He estimates the


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Value of tropical forest in supplying pollination services to agriculture in regards to coffee

because. It is known as one of the worlds most valuable export commodities and is grown in

many most bio diverse regions of the world. By use of pollination experiments along replicated

distance gradients the coffee yield has been increased by 20 % within one km of forests. The

quality of coffee near forests has also been improved by pollination and it has reduced the

frequency of pea berries (i.e., small misshapen seeds) by 27 %. . During the period of 2000-

2003 pollination services from two forest fragments (46 and 111 hectares) translated into

$60,000 (U.S.) per year for one Costa Rican farm. This value is commensurate with expected

revenues from competing land uses and far exceeds current conservation incentive payments.

Conservation investments in human-dominated landscapes can therefore yield double benefits:

for biodiversity and agriculture.

Hilten (2002) presented his views, facts and figures about coffee production worldwide. He

explained that Coffee is produced in more than 60 countries of which three accounts for more

than half of the world's production: Brazil, Vietnam and Colombia. Arabica coffee, the fine-

flavored, aromatic type makes up 60-65% of the total production and usually fetches the highest

prices. The other variety, Robusta, is easier to produce and is more resistant to disease. Around

75% of all coffee is exported. Only Brazil and Ethiopia enjoy high domestic consumption. The

world's annual production is currently around 115 million 60-kg bags or 7 million tones. It takes

420,000 containers (20 ft.) to carry this much coffee. Placed in a row these would stretch over

more than 2,500 km.

Magee (2009) conducted the study on coffee brand comparisons, according to him a recent

coffee brands comparison suggests that some types of inexpensive ground coffee may taste as

good --or better -- than higher-priced varieties. Reportsmagazine tested 13 brands of ground

caffeinated 100% Colombian coffee and 6 brands of ground decaffeinated coffee. The report

shows that the brands can be compared on the basis of positive taste attributes (such as earthy,

fruity, or nutty) and negative ones (like woody, papery, or burnt). Three of the caffeinated brands

were on top ranking including Eight Oclock Coffee 100% Colombian and Gloria Jeans and

Peets Coffee. Consumer Reports estimates Americans drink roughly 400 million cups of coffee

daily. So by switching from coffee that costs 30 cents per cup to coffee costing 15 cents per cup,

$60 million a day can be saved. According to Bob Markovich, home editor for Consumer


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Reports suggests that a coffee drinkermust purchase the coffee beans himself and grind them

fresh at home, this will provide you aromatics along with it and better taste than coffee

purchased at a coffee shop. Elaine Magee give the ratings to coffee brands on the basis of "Very

Good" Rating, "Good" Rating and "Fair" Rating.

Bhumiratana et al. (2011) investigated the Evolution of sensory aroma attributes from coffee

beans to brewed coffee. Their study comprise on the effect of roasting, grinding, and brewing of

coffee beans on the evolution of coffee named aroma in the form of green coffee beans from the

origins of Ethiopia, Hawaii, and El Salvador. They identified and quantified 15 aromatic

sensory attributes in the green coffee beans with the use of highly trained descriptive panel. The

green coffee beans were roasted beans (light, medium, and dark), ground coffee, and brewed

coffee and for every coffee preparation stage Analysis of variance (ANOVA) and principal

components analysis (PCA) were conducted. When all coffee beans were carried through to the

final brews, the ANOVA showed that green coffee beans had low coffee-related characteristics

and comprise on musty, green and sure aromatics. It was also observed that at all stages the light

roast was perceived as sweeter and typical coffee attributes like (coffee, roasted, burnt/acrid,

and ashy/sooty) which a consumer prefer have the high intensity. The aroma profiles generated

were more influenced by the preparation stages and degrees of roasting than the coffee varieties.

Cristovam et al. (2000) conceptualized the Gender preference in hedonic ratings for espresso and

espresso-milk coffees. According to their research many consumers use the Espresso,

cappuccino and latte as the coffee products of their lives and instead of new product

development an increase in consumption of these coffee drinks have been observed. Hence they

conducted study to meet this need and for this purpose they take the sample of 100 consumers

and check the preferences by using six espresso blends of coffee beans. These espresso coffee

blends including both espresso and espresso-milk coffees were prepared according to European

and North American styles which but this effect was eliminated on addition of milk. The study

shows that coffee blends were developed by of target consumer, and end use of espresso which

results in the maximum acceptability by target group of consumers. Moreover the consumers

have experienced appreciation of coffee character which was due to change in preferences.

Geel et al. (2004) studied the Relating consumer preferences to sensory attributes of instant

coffee. In their research they took the 11 different sensory profiles of instant coffee in which


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pure coffee, coffee blends and chicory instant drink were included and these were available in

South Africa at commercial level. They described and quantified these sensory profiles of instant

coffee and then form a relation to consumer preferences for the purpose of instant coffee using

preference mapping. They identified the groups of consumers on the basis of consumer

preferences and found the results that there are (23%), coffee blend drinkers (30%), general

coffee drinkers (37%) and not serious coffee drinkers (10%). From the pure coffee samples

they found that pure coffee lovers like the coffee which has astringent, bitter, roasted, nutty and

full-bodied flavor and coffee blend lovers prefer the coffee flavor character, but higher sweetness

and root flavor. In case of general coffee drinkers it was observed that they take coffee out of

habits are less concerned about the specific sensory properties of the coffee.

Radhakrishnan (2004) conducted the study on perspectives and prospects of coffee consumption

in India. The result indicated that coffee consumption had shown an annual average growth of

2.14 per cent between 1951 to 2003. In absolute terms the off take in domestic market had grown

from about 18, 400 tones to about 70, 000 tones during 2003. For various reasons the decade

between 1991 to 2000 did not show any noticeable growth in consumption. Most of the earlier

growth had come from Robusta than Arabica. Though, during the pool marketing, the period

between 1981-90 showed higher volume of consumption (well above 50, 000 MT and peaked

about 63, 000 MT) and the highest growth rates were achieved only during the period 1951-

1960and 1971-1980 at a CGR of 7.23 and 3.28 per cent, respectively. Market development in

non- traditional areas, consolidating traditional markets, retail space: outlets and distribution,

product forms, consumer education and focus on the youth were some of the policies implied by

him.

Maridakis (2006) conducted the research on consumption of caffeine in regard to its health

benefits. He observed that those people who take a cup of coffee one hour before starting

exercising having the reduction in pain about 48% in comparison to others. The consumers who

took coffee before their exercise showed 26 per cent reduction in soreness. Moreover the

Maridakis gave the suggestion that caffeine likely works by blocking the bodys receptors for

adenosine, a chemical released in response to inflammation.

Muradian and Wim (2005) conducted the study on governing the coffee chain with the role of

voluntary regulatory Systems. They explained that in the global coffee chain the crises of coffee


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coincided with the emergence of a number of voluntary regulatory systems and they present the

advantages and limitations of such scheme with their impact on the good governance of chain

and their implications for the upgrading of farmers. They concluded that a good economic

performance cannot be assured with these systems but additionally a proper coordination and

harmony is possible between roasters/traders and some growers of coffee that can result in the

better upgrading of opportunities for all the stake holders. They also provided the suggestions

that how some options are possible for deriving the rents from improved coordination along the

coffee chain.

Talbot (1997) addressed the issue of market power in coffee markets. He used a different

approach named as global value chain analysis. According to his studies he analyzed that with

the collapse of the International Coffee Agreement at the end of the 1980s caused an increase in

market power and a massive shift of surplus from coffee producing countries to multinationals.

According to Talbot, multinational companies exercise market power as buyers of green coffee

by holding down prices and as sellers of processed coffee by inflating consumer prices.

Tumanan and Joseph (2011) studied a multi-dimensional approach towards analyzing the factors

that define place attachment by the Philippines who frequent visit coffee shops within the

context of physical, social, cultural and environmental dimensions. They examined that the

characteristics of third place are affected by home and work place. The research was conducted

by use of 272 random sampling from seven coffee shops, physical and social dimensions

defined the respondents attachment to the coffee shops. Data also showed that most of

the characteristics of a third place are typified in the coffee shops surveyed and

Philippines considered coffee more than just a product.


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Chapter 3

RESEARCH METHODOLOGY

Research methodology is defined as the collection of rules, tools, reliable and orderly ways to

study the realities, to reveal the compliance and to obtain the solution to a problem. In this

chapter the research methods are used that includes design of research study, Setting of data,

Sampling design, research instruments and different events which are used for data collection

regarding my research topic. It also includes an explanation of the way in which data analysis

completed.

3.1 Research Approaches

3.1.1 Qualitative Research Approach

Research that deals with the quality, type, or components of a group, substance, or mixture,

whose methods are applied to respondents in order to determine the quality of respondents

responses. Qualitative research is exploratory in nature and uses procedures such as in-depth

interviews and focus group interviews to gain insights and develop creative advertising tactics.

3.1.2 Quantitative Research Approach

Quantitative research is about asking people for their opinions in a structured way so that you

can produce hard facts and statistics to guide you. To get reliable statistical results, its important

to survey people in fairly large numbers and to make sure they are a representative sample of

your target market.

3.2 Data Collection Methods:

3.2.1 Primary Data Collection Method:

In primary data collection, the data is collected by the researcher itself by using different

methods. The popular ways to collect primary data consist of surveys, interviews and focus

groups, which shows that direct relationship between potential customers and the product such as


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interviews and questionnaires. The key point here is that the data collected is unique for the

research and, until the research is published, no one else has access to it. Primary data is

important for all areas of research because it is unvarnished information about the results of an

experiment or observation.

In the current research project primary data has been collected by Questionnaire as an

instrument. For this purpose 56 respondents were randomly selected from different areas of

Faisalabad and even the response of the respondents was taken into deliberation. In this study,

primary data plays a very important role for analysis, understanding, conclusion and suggestions.

3.3 Survey:

Survey research is one of the most important areas of measurement and it is an ordinary strategyused in the business research. The broad area of survey research encompasses any measurement

procedures that involve asking questions of respondents. Different tools are used for conducting

a survey like structures questionnaires, explanation, interviews and its purpose is to get

maximum reliable information from the respondent to study the effects of the variables. In this

project the survey has been conducted on checking consumer preferences towards coffee in

Faisalabad city.

3.4 Sampling Plan:

3.4.1 Population:

A research population is the well-defined collection of individuals or objects having similar and

common characteristics and traits. Its the total collection of elements about which we wish to

make inferences. The population selected for this research study is the people residing in

Faisalabad city.

3.4.2 Sample Size

In the current research project primary data has been collected by Questionnaire as an

instrument. For this purpose the sample size of 56 respondents were taken on the basis of simply

random sampling from different areas of Faisalabad and even the response of the respondents was


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taken into deliberation. According to simple random sampling every individual in the population

have equal chance to be a sample

3.5 Research Tools for Data Collection:

3.5.1 Use of Questionnaire:

Questionnaires are a popular means of collecting data and it is designed in such a way that it can

cover all the aspects and opinions regarding research and can clearly demonstrate the behavior of

a consumer. Different types of questions have been used in this research project for the formation

of questionnaire including Open-ended questionnaire, close ended or Dichotomous questions,

Multiple-choice questions.

3.5.2 Field Work

In the current project a field work has been conducted in the survey as a tool for data collection.

56 respondents were approached by personal communication for the filling of questionnaires and

for the purpose of data processing and analyzing. The respondents have been directly contacted.

3.6 Data Analysis Techniques:

3.6.1 Use of SPSS Software:

To analyze the data the quantitative analytical tool has been used in this research. SPSS software

(Statistical Package for Social Sciences) has been used to analyze the data.

3.6.2 Descriptive Formula of percentage and frequency distribution:

Data has been analyzed by using descriptive formula. In the data frequency distribution and

percentage has been used to analyze the data.


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3.4 Assumptions in Research Methodology

Due to time and money constrains the present study was confined only to a sample of 56

coffee consumers

Information provided by the respondent is accurate and complete

In sampling procedure the selected sample size truly represents the whole population

The sources of the data are the basis, from which the actual required information can be

extracted

4.5Limitations of the study Respondents dont provide exact information while filling the questionnaire

The time period for conducting the survey is insufficient as the sample size

covers only Faisalabad city.

Most of the samples consisted on students of UAF

Sample size of respondents is incomplete


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Chapter 4

RESULTS & DISCUSSIONS

4.1 Distribution regarding age of the respondents

Age Frequency Percentage (%)

15-21 6 10.7

22-29 37 66.1

30-49 13 23.2

Total 56 100

Results: The analysis shows that 10.70 % of the respondents are at age of 15-21, 66.1 % are at

age of 22-29 and 23.2 % respondents are at age of 23-49 who use coffee as a hot drink.

Discussion: Hence results shows that the respondents who are at age of 22-29 like coffee as a

hot drink and it represents to all the youngsters.


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4.2 Distribution regarding Gender of respondents

Gender Frequency Percentage (%)

Male 41 73.2

Female 15 26.8

Total 56 100

Results: From the above table it can be analyzed that 73.2% males and 26.8% females are the

coffee consumers.

Discussion: The results show that the males in Faisalabad city are the major coffee drinker

than females.


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4.3 Distribution according to material status of respondents

Material Status Frequency Percentage (%)

Single 39 69.6

Married 16 28.6

Others 1 1.8

Total 56 100

Results: The above data shows that 69.6% are the unmarried individuals and 28.6 % are the

married who show their willingness to use coffee as a hot drink.

Discussion: According to results the target coffee drinkers are the single individuals who are

not married which represents that they are more declined towards hot beverages.


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4.4 Distribution according to occupation of respondents

Occupation Frequency Percentage (%)

Student 35 62.5

Business men 9 16.1

Employee 12 21.4

Total 56 100

Results: The above table shows that 62.5% are the students, 16.1% are business men and 21.4%are the working employees

Discussion: The results show that students are the youngsters and coffee drink is more

popular than any other group as they are much more influinced by modern life style, as coffee

drinking is adopted form wstren culture.


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4.5 Distribution of respondents according to their No. of family members

No. of family members Frequency Percentage (%)

3 2 3.6

4 7 12.5

5 12 21.4

6 10 17.9

7 9 16.1

8 5 8.9

9 7 12.5

10 1 1.8

11 1 1.8

12 1 1.85

16 1 1.8

Total 56 100.0


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4.6 Distribution according to monthly income of the respondents

Monthly Income Frequency Percent (%)

10000-20000 4 7.1

20000-30000 4 7.1

30000-40000 21 37.5

above 40000 27 48.2

Total 56 100.0

Results: The above table shows that 7.1% are the individuals whose income is 10000-20000,

7.1% are those who have 20000-30000 Rs. income per month, 37.5% are those who have 30000-

40000 per month and 48.00 are those who have their income above 40000 Rs.

Discussion: Hence the results show that the coffee as a hot beverage is more popular among

upper class people who are status conscious and they have high incomes.


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4.7 Distribution according to brand liking by respondents

Coffee Brand Frequency Percentage (%)

Nescafe 37 66.1

Dunkin & Dounts 5 8.9

Bru 4 7.1

Others 9 16.1

Total 56 100.0

Results: From the above data it can be analyzed that Nescafe users are 66.1%, Dunkin and

Dountss users are 8.9% and 16.1% are those consumers who use Other coffee brands.

Discussion:Hence the Nestls Nescafe has more loyal consumers than all the other brands

because it has made its positioning in Pakistan in well manners.


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4.8 Distribution according to respondents preference of coffee over tea

Preference Frequency Percentage (%)

Yes 28 50.0

No 26 46.4

Indifferent 2 3.6

Total 56 100.0

Results: The above mentioned table shows that 50% respondents prefer coffee over tea as hot

drink in Faisalabad, 46% like tea as a hot drink and 4% showed their indifferent behavior.

Discussion: From the above analysis it can be inferred that coffee is considered morepreferable in Faisalabad city, the main reason behind this education of customers and high level

of income.


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4.9 Distribution according to respondents preference regarding Quality and

Price

Preference regarding Price and Quality Frequency Percentage (%)

Price Oriented 7 12.5

Quality Oriented 24 42.9

Quality oriented but at reasonable price 25 44.6

Total 56 100.0

Results: The above mentioned data shows that 12.5% respondents are price oriented, 42.9%

are quality oriented and 44.6% coffee consumers are Quality conscious but at reasonable price.

Discussion: Hence the results represent that when a customer will purchase the coffee he will

considered both the price and quality and more of the customers are Quality oriented but at

reasonable price.


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4.10 Distribution according to consumers motivation to enjoy coffee as a hot

drink

Motives Frequency Percentage (%)

Taste 25 44.6

Advertisement 13 23.2

Easy Availability 14 25.0

Others 4 7.1

Total 56 100.0

Results: From the above table and pie chart it can be inferred that 44.6% respondents use

coffee on the basis of taste, 23.2% on the basis of advertisement, 25% on the basis of easy

availability and 7.1% respondents on the basis of other characteristic.

Discussion: Hence it can be concluded that the coffee which has better taste that will be more

consumed, since Nescafe is favorite brand of respondents so it has better taste.


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4.11 Distribution regarding consumers taste of brand

Taste of Brand Frequency Percentage (%)

Excellent 15 26.8

Good 25 44.6

Average 13 23.2

Poor 2 3.6

Very Poor 1 1.8

Total 56 100.0

Results: It can be resulted from above data that according to 27% respondents the taste is

excellent, 44.6 said that taste is good, 23.2% said that taste is average, 3,6% suggest that taste is

poor and according to 1.8% respondents the taste is very poor.

Discussion: While using coffee the taste is more preferred and the coffee consumers show

their opinion that the taste of their brand is Excellent and satisfactory.


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4.12 Distribution regarding effect of advertisement on brand selection

Effect of Advertisement Frequency Percentage (%)

Yes 40 71.4

No 16 28.6

Total 56 100.0

Results:

The above table shows that 71.45 of respondents are affected by advertisement and remaining

29% are not influenced by advertisement while brand selection.

Discussion:

Hence it can be concluded that majority of respondents influenced by the advertisement and the

make their purchase decision.


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4.13 Distribution Regarding Price of Favorite Brand

Price Frequency Percentage (%)

Excellent Price 2 3.6

Good Price 27 48.2

Average Price 14 25.0

High Price 13 23.2

Total 56 100.0

Results: According to 3.6% respondents the price is excellent, according to 48.2% price is

good, 25% and 23.2% respondents show that price of their preferred brand is average and

excellent respectively.

Discussion: It can be inferred from the above data that if the price of coffee brands is

reasonable than more people will declined to use coffee as a hot beverage.


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4.14 Distribution Regarding Duration of use of Coffee (Years)

DurationFrequency Percentage (%)

1 6 10.7

2 9 16.1

3 1 1.8

3 12 21.4

4 6 10.7

5 6 10.7

6 7 12.5

7 1 1.8

8 2 3.6

10 4 7.1

16 1 1.8

28 1 1.8

Total 56 100.0


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4.15 Distribution regarding use of coffee as a part of daily routine

As a daily routine Frequency Percent

Yes 14 25.0

Somehow 19 33.9

No 23 41.1

Total 56 100.0

Results: Above given data represents that 25% of respondents use coffee on daily basis,

33.9% use it off and on and 41.1% dont use coffee on daily basis.

Discussion: Hence it can be resulted that 41.1% of respondents dont use coffee on daily basis.

There may be an element of tea as daily routine and the climate situations.


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4.16 Distribution of respondents regarding type of coffee drink used

Frequency Percentage (%)

Instant Coffee 43 76.8

Roasted Beans 12 21.4

Others 1 1.8

Total 56 100.0

Results: Table shown above represents that 77% respondents use instant coffee, 21.4% use

unprepared roasted coffee beans and 2% of respondents use other modes of coffee.

Discussion:

The result will be this that majority of consumers use already prepared instant coffee like

Nescafes Creamer because it is convenient to make and remaining use other kinds of coffee.


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4.17 Distribution regarding the use of coffee when a person is relaxed or tired

Factor of Relaxation or Tiredness Frequency Percentage (%)

Yes 32 57.1

No 24 42.9

Total 56 100.0

Results: Above mentioned data represents that 57% respondents use for the purpose relaxation

or when they got tired and 42.9% of respondents take coffee whenever they feel its need.

Discussion: Hence it can be concluded there is an element of mood in use of coffee and mostly

people use it when they get tired.


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4.18 Distribution regarding coffee as an energy booster

Coffee as Energy Booster Frequency Percentage (%)

Yes 44 78.6

No 11 19.6

Indifferent 1 1.8

Total 56 100.0

Results: The above data shows that 78% respondents feel that coffee boosts up their energy,

19.6% think that it just a drink and 1.8% respondents are indifferent about coffee as an energy

booster.

Discussion: Hence majority of the respondents consider that like other hot drinks and other

cold drinks the coffee refreshes them and boosts up their energy.


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4.19 Factors that influence to purchase coffee or take coffee at coffee bar

Frequency Percentage (%)

Friends 24 42.9

Family 17 30.4

Colleagues 9 16.1

Others 6 10.7

Total 56 100.0

Results: Above pie chart and table data shows that 43% respondents are influenced by friends,

30.4% are influenced by family members, 16.1% respondents are influenced by colleagues who

are employees or businessmen and 10.7% are influenced by other reference

Discussion: It can be concluded that most of the respondents are influenced by a special focus

group named friends, which demonstrates that main coffee drinkers take coffee out of home with

friends.


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4.20 Distribution regarding the placement at which a respondent enjoys the

coffee

Place to enjoy coffee Frequency Percentage (%)

At office 6 10.7

At home 15 26.8

At party 20 35.7

At coffee bar 15 26.8

Total 56 100.0

Results: From the above data it can be analyzed that 10.7% of respondents take coffee at

office, 26.8% at home, 35.7% at party, and 26.8% are those coffee drinkers who take coffee at

coffee bar.


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4.21 Distribution regarding reading of ingredients written on coffee tin

Information about ingredients Frequency Percentage (%)

Yes 38 67.9

No 18 32.1

Total 56 100.0

Results: The above data shows that 68% respondents read ingredients on coffee tin and 32.1%

are those who ignore this factor before purchasing the coffee.

Discussion: It shows that respondents are more brands conscious, educated and purchase the

coffee brand with proper purchase decision. They want to get all kind product features and

benefits.


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4.22 Distribution of respondents regarding health benefits or harms of coffee

Health Benefits Frequency Percentage (%)

Yes 33 58.9

No 23 41.1

Total 56 100.0

Results: From the above facts and figures it can be analyzed that 59% consumers are satisfied

with health benefits of coffee and remaining 41.07% of respondents think that coffee is harmful

health.

Discussion: The results show that majority of consumers consume coffee for fulfilling their

need and satisfaction and think that regular cup of coffee is beneficial for health.


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Chapter 5

CONCLUSION AND RECOMENDATIONS

Inthis chapter the project discusses the significance of research findings, critical issues,problems encountered and future discussion of research. This chapter consists of two main

components including conclusions and recommendations.

5.1 Conclusion:

The main focus of the research is to study consumer preferences towards coffee in Faisalabad

city and the degree to which consumers are loyal to their favorite coffee brands. The quantitative

research approach has been used in this research and data has been collected by use of survey

method via a structured questionnaire, further descriptive statistics has been used as data analysis

approach. The study focuses that how people prefer coffee over tea where Pakistan is a tea

culture. There are number of factors which play an important role regarding preference of coffee.

According to facts and figures it can be seen that majority of people in Faisalabad city are the

mails who are the coffee consumers. Moreover the study samples are majority of students of

universities of age 22-29 and it has been also analyzed that coffee is consumed more by upper

class businessmen. Size of family members also leave its impacts in use of coffee, more the

family members more will be the consumption of coffee within a family and the families whose

monthly income is above 40,000 Rs. they use coffee as a part of their daily life. Nescafe is the

only brand which has more loyal customers; the reason behind this is its unique taste, availability

and different variants like Nescafe Creamer.

As from the result of the survey majority of the people in Faisalabad prefer coffee over tea in

spite of this coffee is not a popular drink. It can also been noticed from the study that if the

coffee brands are available in better quality but with reasonable price then people will prefer it

more. People are more declined to use of coffee on the basis of its better taste than tea. Results

concluded that exposure and attractiveness of advertisement has also an impact on brand

selection and customer retention and majority of the people are coffee consumers who are using

coffee since last 3-5 years, which shows that awareness has been created by advertisement.


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Another major element in coffee consumption is the price of brand and more of the customers

are satisfied with price of their selected brand. Since Pakistan is a tea culture so more of the

people dont use coffee on daily basis and if they have to take coffee they prefer to purchase

instant coffee like Nescafe Creamer. Another element in use of coffee is that the most of the

people use it for being relaxed or when they get tired. Special reference groups mainly friends

and family members influence on purchase decision and a large number of people enjoy coffee

specially businessmen and teen agers at parties and at home. People want to know about features

and benefits and read ingredients on tin before purchasing coffee, moreover the most of people

think that coffee is good for health and must be used on regularly basis.

5.2 Suggestions and Recommendations:

Both the methodology and findings are helpful for the researchers to advertise in a better way so

that potential consumers can be attracted. More over if the taste and quality is improved then

people will decline more in use of coffee. This research was limited in scope of time span and

sample size, repeating the study with a larger sample, with multiple times in the future will

generate more generalized conclusions. Another suggestion could be to focus on the other

category of the value added products relating to coffee such as coffee cake and cold coffee.

Many people belong to social classes and there must be a large chain of coffee houses and coffee

bars in Faisalabad. Coffee must be sold at reasonable prices so that everyone can enjoy coffee as

a hot drink. Awareness must be created in people regarding health benefits of coffee. Make

possible the easy availability of coffee on small retail stores. Proper researches should be

conducted in order to eliminate the side effects of coffee by the researchers.


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REFRENCES

Bloomberg (2011), World production of coffee beans measured in thousands in bags per year.

Colin (2003), A brief history of coffee.

Express Tribune (2012), Coffee house Culture in Pakistan.

Elaine Magee (2009), "(Coffee brand and coffee prices may not reflect flavor"

Eduarda Cristovam, Caroline Russell, Alistair Paterson (2000), Gender preference in hedonic

ratings for espresso and espresso-milk coffees.

Fashion central (2009), Trend of coffee in Pakistan.

Fashion Trends (2011), Coffee in Pakistan.

Hubpages.com (2011), Different types of coffee drinks.

Jennifer Warner (2009), How to drink coffee.

L. Geel, M. Kinnear, H.L. de Kock (2004), Relating consumer preferences to sensory attributes

of instant coffee.

Mary Anne R. Tumanan, Joseph Ryan G. Lansangan (2011), a multi-dimensional approachtowards analyzing the factors that define place attachment.

mayoclinic.com (2011), Health benefits and harms of coffee.

Natnicha Bhumiratana, Koushik Adhikari (2011), Evolution of sensory aroma attributes from

coffee beans to brewed coffee.

Patrick de Pelsmacker, Liesbeth Driesen and Glenn Rayp (2005), Consumer preferences for the

marketing of ethically labeled coffee.

Roldan Muradian, Wim Pelupessy (2005), Governing the coffee chain with the role of

voluntary regulatory Systems


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National Coffee Association USA (2010), World production coffee beans.

Taylor H. Ricketts, Gretchen C. Daily, Paul R. Ehrlich and Charles D. Michener (2004),

Economic value of tropical forest to coffee production.

Varun T.C (1994), Consumption behavior of coffee in Karnataka, India.

Wikipedia.com, History and back ground of coffee"

Wikipedia.com (2010), Species and verities of coffee.


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APPENDICES

Appendix 1

Questionnaire

I am as a student of university of agriculture Faisalabadconducting a research on Consumer Preferences towardsCoffee in Faisalabad city for my final project. To completethis research I need certain information and yourcooperation. This information will be useful only to makecorrect decision about hot drinks so please answer the entirequestions truly.

Questionnaire ID: . Interviewer ID: . Location: ______________________________ Date: ___________________Name: _________________________________Residence Location ______________________________Information regarding to RespondentQ1. What is your age?Under 15 years15-2122-2930-4950-60Over 60Q2. Indicate your gender?Male FemaleQ3. What is your marital status?Single Married OthersQ4. What is your occupation?Student Businessman EmployeeQ5. How many members of your family are?Please indicate numbers: ___________________Q6: Please indicate your total family income (monthly)Under Rs. 10,00010,000- 20,00020,000-30,00030,000-40,000Above 40,000


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Other Information:

Q7. Which brand do you like to purchase?(a)Nescafe (b) Dunkin & Dounts (c) Bru (d)Others___________

Q8. Do you prefer it over tea?(a)Yes (b) No (c) Indifferent

Q9. Your preference in regard to pricing and quality(a)Price oriented (b) Quality Oriented (c) Quality orient but at a reasonable price (d) OtherQ10. What motivates you to enjoy coffee as a hot drink?

(a) Taste (b) Advertisement (c) Easily available (d) OtherQ11. The taste of your favorite brand (Coffee)

(a)Excellent (b) good (c) Average (d) poor (e) Very poorQ12. Does advertisement of your preferred brand appeals you?

(a)Yes (b) NoQ13. The price of your preferred brand is

(a)Excellent Price (b) Good Price (c) Average price (d) High priceQ14. For how long have you been taking coffee?

Answer:__________________________________________________________________________Q.15 which coffee drinks do you like?

(a) Instant Coffee (b) Roasted Beans (c) Any Other (mention here__________

Q16. Is it part of your daily routine?(a)Yes (b) Somehow (c) No

Q17. Do you take it whenever you get tire?(a)Yes (b) No

Q18. Coffee boost up your energy, do you think it refreshes you as well?(a)Yes (b) No

Q19. Who influence you to purchase the coffee or drink coffee at bar?(a) Friends (b) Family (c) Colleagues (d) Others

Q20. At which place do you like to go and take coffee?

(a)At Office (b) At Home (c) At Party (d) At Coffee BarQ21. Do you ever read the ingredients written on tin?(a) Yes (b) NoQ22. Do you think that coffee is good for your health?

(a) Yes (b) No

Q23. Coffee boost up your energy, do you think it refreshes you as well?(a)Yes (b) No (c) Indifferent

Q24. Will you like to give any suggestion?

____________________________________________________________________________________________________________________________________________________________Thank you and I appreciate you that you spare your precious time in filling of this questionnaire


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Appendix 2

Main coffee houses in Faisalabad

1. Caspians LoungeST Plaza Basement College Road, Kohinoor, Faisalabad, Pakistan

Tel: +92-322-6212341

Listed In: Bars & Pubs, Beverage Rooms, Cafeterias

2. KFC PakistanPlot 2-D, Commercial D Ground, Peoples Colony, Faisalabad, Pakistan

Tel: +92-41-111-532-532

Listed In: Sandwiches, Submarine Sandwiches, Bars & Pubs

3. Pizza Hut - MCR (Pvt.) LimitedChina Town Bldg, 7- Faisal Road, Civil Lines, Faisalabad, Pakistan

Tel: +92-41-111-241-241

Listed In: Fish & Chips, Beverage Rooms, Foods-Ready to Serve

research project on''consumer prefrences towards coffee in faisalabad city

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