Psychographic and Benefit Based Segmentation of Coffee Shop Consumers

| 2012| | | Psychographic and Benefit based segmentation of coffee shop consumers| | set about Marketing Decision Final Submission Introduction The origin of coffee: The Arab traders were among the freshman to play coffee beans in larger-than-life plantations. A insobriety was created from change state the coffee beans and they cal lead the drink Qahwa. Later the drink became very commonplace and was called coffee. In India, it is believed that or so 1600, pilgrims returning from abroad brought guts the first coffee beans from the urban center of Mocha in Yemen. They planted them back in India and this led to the start of the coffee plantations in India. plank 1: A brief Timeline for coffee. coffee berry Retail industriousness in India: India has incessantly been a chai or tea imbibing nation. Coffee was touristed only in a some states of South India. ab initio it was the rich Brahman families who consumed coffee. However with the developing Indian frugality and the middle class ready to overleap much and take aim global lifestyle and culture, coffee shops relieve oneself become more and more popular. According to EuroMonitor, the coffee retail industry in India is over $185 million and it is append at an annual immix rate of 25%. Currently at that place atomic number 18 around 1500 outlets in India.

The main(prenominal) reason for this fickle growth is the growing youth segment of India. It is estimated that roughly 50% of the Indian commonwealth are 25 or young an d is expected to increase to 55% by 2015. Fo! r the youth coffee shops are social hubs to enjoy some quality cadence with friends or scarce go for a cup of coffee. The main players in the coffee retail industry of India are: * Barista Lavazza * coffeehouse Coffee day (CCD) * Café Mocha * Chocolate Room * Coffee Bean & ampere; Tea World * Coffee World * Costa Coffee * Gloria Jeans * Java Green * Qwikys coffee pub Inspite of legion(predicate) global players feeler in and trying to grab the coffee...If you call for to get a full essay, order it on our website: OrderCustomPaper.com

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