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Executive Summary

The document summarizes a study conducted on the low sales of merchandise at Café Coffee Day outlets in Bangalore. The objectives were to study awareness, display, variety and the impact of promotions. Most respondents were students aged 15-25 who visited weekly to meet friends. While aware of products like mugs and cookies, many were unaware of prices. Most felt display was inadequate and promotions would boost sales. The suggestions included better in-store advertising, displays and bundling merchandise with food items.

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Prashanth
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59 views15 pages

Executive Summary

The document summarizes a study conducted on the low sales of merchandise at Café Coffee Day outlets in Bangalore. The objectives were to study awareness, display, variety and the impact of promotions. Most respondents were students aged 15-25 who visited weekly to meet friends. While aware of products like mugs and cookies, many were unaware of prices. Most felt display was inadequate and promotions would boost sales. The suggestions included better in-store advertising, displays and bundling merchandise with food items.

Uploaded by

Prashanth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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EXECUTIVE SUMMARY

TITLE OF THE PROJECT:


“Know the problem area for low sales of Merchandise at Café Coffee Day, Bangalore”.

OBJECTIVE OF THE STUDY:


 To study the areas like Awareness/Display/Variety.
 To know what factors influence most to buy any of the merchandise
 Whether Promotional activities inspire people to buy merchandise.
 To design a promotional campaign of merchandise and observe the later outcomes.

LIMITATIONS:
 This survey was confined only to CCD outlet of N.S.Palya Bangalore.
 Findings of the study are based on the assumption that respondents have disclosed
accurate information.

FINDINGS:

SUGGESTIONS:
1. In store advertisement should be made to create awareness among the customers. A
menu card of Merchandise with words which build the strong customer relationship
is helpful.
2. The Merchandise at Café outlet is kept at a corner and the way it is displayed is not
appealing to the customers.
3. Some Merchandise can be associated with food and drinks items and also with
combos of bit high price to increase sales.
4. New varieties and designs of stock should be displayed.
DATA ANALYSIS
TABLE No. 1 : Table showing age group of respondent

Sl. No. AGE GROUP No. of Respondents PERCENTAGE


A 15-25 31 62
B 25-35 16 32
C 35-45 3 6
D 45-55 --
E 55 & above --
Total 50 100

GRAPH No. 1:

INFERENCE: Majority of the respondent belongs to age group between 21-30.


TABLE No. 2: Table showing occupation

SL.No OCCUPATION No. OF RESPONDENT PERCENTAGE


A Student 26 52
B Business 4 8
C Working in Pvt. Co. 14 28
D Working in Govt. Org. 2 4
E House wife 4 8
TOTAL 50 100

GRAPH No. 2 :

INFERENCE : Majority of the respondent are students.


TABLE No. 3: Table showing frequency of visit
Sl. No. Particulars No-Of Percentage
Respondents
A More than once a week 6 12
B Once a week 17 34
C Once a fortnight 8 16
D Once a month 4 8
E Only during special 5 10
occasions

TOTAL 50 100

GRAPH No. 3 :

INFERENCE : Majority of the respondent visit once in a week.


TABLE No. 4 : Table showing purpose of visit

Sl. No. PARTICULAR No-Of Percentage


Respondents
A To meet friends 24 48
B Refreshment & light 8 16
snacks
C Private parties 9 18
D Business meetings 3 6
E Pass time 6 12
TOTAL 50 100

GRAPH No. 4 :

INFERENCE : Majority of the respondents visit CCD to meet friends.


TABLE No.5 : Table showing awareness of merchandise products available in CCD

Sl. No. AWARENESS No-Of Respondents Percentage


A Yes 42 84
B No 8 16
TOTAL 50 100

GRAPH No. 5 :

INFERENCE : Majority of the respondent are aware of merchandise products in CCD.


TABLE No. 6 : Table showing Awareness of available products at CCD
Sl. No. Particulars No-Of Percentage
Respondents
(Among 42)
A Variety of coffee 38 90
powder
B Variety of tea 31 71
powder
D China mug 42 100
E Coffee filter 20 46
F Travellers coffee 26 60
mug
G Coffee maker 16 37
H Masala crunch 36 83
& tomato wafer
I Cookies 41 95
J Gift certificate 10 23

GRAPH No.6 :
INFERENCE : Majority of the respondents are aware of Cookies, China mug.

TABLE No. 7 : Table show customer response towards nature of display

Sl. No. Customer response No. of respondent Percentage


A YES 40 95
B NO 2 5
TOTAL 42 100

GRAPH No. 7 :

INFERENCE : Majority of the respondent


TABLE No. 8 :Table showing opinion about price:

Sl. No. Particulars No-Of Respondents Percentage


A Not Aware of the 20 48
price
B Price is reasonable 15 36
C Price in high 7 16
TOTAL 42 100

GRAPH No. 8 :

INFERENCE : Majority of the respondents are not aware.


TABLE No.9 : Table showing customer purchase

Sl. No. Particulars No-Of Respondents Percentage


A Yes 11 26
B No 31 74
TOTAL 42 100

GRAPH No. 9 :

INFERENCE : Majority of the respondent do not buy merchandise products.


TABLE No. 10 : Table showing merchandise details regarding their purchase.

Sl. No. Particulars No-Of Percentage


Respondents
(Among 42)
A Variety of coffee 8
powder
B Variety of tea 2
powder
D China mug 9
E Coffee filter 5
F Travellers coffee 6
mug
G Coffee maker 2
H Masala crunch 3
& tomato wafer
I Cookies 12
J Gift certificate 3

GRAPH No. 10 :
TABLE 11 : Table showing influential factor for purchase

Sl. No. Particulars Percentage


A Well established 71
brand
B Quality 85
C Price 9.52
D Variety 64.2
E Occasion 28.5
F Curiosity 14.28

GRAPH No. 11 :
TABLE 12 : Table showing Factors restricting Purchase:

Sl. No. Particulars No-Of Respondents Percentage


A Not aware of availability of 8 55
merchandise
B There was no such occasion for 5 24
purchase
C Price not suiting my expectations 15 4
D No proper support for purchase from 2 1
employees at CCD
E Lack of varieties 16 16
TABLE 13 : Table showing customer response towards promotion

Sl. No. Particulars No-Of Respondents Percentage


A Yes 38 90
B No 4 10
TOTAL 42 100

GRAPH No. 13

Inference : Majority of the respondent think offer will help promote merchandise products.
TABLE No. 14 : Table showing customer opinion to promote merchandise products

Sl. No OPINION RESPONDENT PERCENTAGE


A Discount offer 20 40
B Advertisement 32 64
C contest 8 16
TOTAL 50 100

GRAPH No. 14 :

INFERENCE :

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