Names: Arbab ishaq f2017005051

Farooq tariq f2017005061

Abubakar shakoor f2017005070

Acknowledgment

Praise is to Allah almighty who makes decisions for our benefits we had
a great experience during making this report and sir MUBASHIR
MUNIR polished our creatiuve abilities by assigning this project to us
and thanks to all of ours fellow students who guided us during all this
time and we think that this project will have very good effect on our
minds this will be very helpful for us in our practical life

Introduction

As we know that if you drink tea of one same flavor for long time it
sounds boring so everyone need a place where they can find different
variety of tea so this is our goal to provide unique flavors of tea at one
place providing wonderful environment to inspire our customer by
providing good service to them

Background
We have already completed our business project on this. Other than that, we have
been involved in this startup from the very first day that is the reason why we took
this as our project. We have always found a dire need of market research regarding
this project, because marketing plan as part of our business plan has always lacked
statistical analysis about the market, which is very important for developing good
marketing strategy. This is the reason behind doing market research on this topic
and studying the consumer behavior.

Objectives
This market research is to study the consumer behavior and fulfill some of the

 Understanding customers and their preferences. (4 P's)

following objectives mentioned below:

  Identifying opportunities to grow and increase profits.

  Monitoring the competition in niche market.
 
Mitigating risk in business decisions.




Statistical Analysis

Consumers’ (Tea Lovers) Age Groups:

we can conclude that majority of the audience who love’s tea lies in
the age group of 19-21 and 22-24 as surveyed from the sample of
200.
Consumers’ visit to tea cafes:
from 200 experimented sample; 35% of the consumers visit tea café daily and
43% visit weekly, which gives us insights about incoming visits of consumers.
Most Liked Kind of Tea:
We can conclude that there is almost an equal percentage of milk & non-milk tea
lovers MILK 55% NON MILK 45%
Interests about New Tea Flavors:
100% of consumers from the sample of 200 are interested in trying new
flavors of tea.
Interest about CHAE WALA Option:
From the analysis, we can conclude that only 9% responded not willing to try
CHAE WALA while still majority of consumers; whose percentage is 91% are
intrigued about trying idea of CHAE WALA
Number of Flavors Ideal for CHAE WALA:
Those 8% consumers from sample opted for no chae walas ; these were those
who didn’t like the idea of CHAE WALA option either. While 42% consumers
witnessed to go for a CHAE WALA of 3 flavors. And similarly as little as 32%
opted for 2 flavors.
Since the Mode is 3 flavors, so menu has to be revolved around blend of 3 flavors
while 2 flavors which has 32% of consumers cannot be missed either but it will be
secondary in priority
Choice of Taking Hot/Iced Tea:
From the analysis, it can be concluded that more consumers focus on Hot Tea
because of its 61%. Therefore, it is a keep in mind factor for introducing a
significant range of hot tea
Serving Preferences:
From the survey, 57% of people turn out to go for self-serving while only 37%
preferred waiters to serve. Another important thing to note is that 6% of consumers
had a neutral opinion regarding the serving style. So the significant portion of
sample opted for self-serving, so we can ignore the 37% and adopt the self-serving
style because of the comfortableness of consumers in a tea café

Location of Café:
We can clearly conclude and go for the Kiosks in Malls, because 68% choose to
go for it. While as little as 10% and 32% for DHA and Gulberg was chosen
respectively.
Pricing Decisions:
89 consumers out of the sample of 200 felt Rs. 200 as a suitable price. So the pricing
strategy can be set for Rs. 200 as an economical price for targeting maximum
customers.

Conclusion
We reached to some of the following conclusion from our market research to
fulfill our objectives. From this market research 4P’s have been identified such
as;
Product: Consumers are intrigued of products such as; new tea flavors and
Chae wala but only the choice of picking 2-3 flavors.
Price: We deduced from the analysis to set the pricing of a standard cup as Rs.
200.
Place: Since majority of the customers agreed upon Kiosks in malls as an
appropriate location, so it will be the chosen ideal location.
Promotion: Profiling of the costumer as part of our analysis concludes that
consumers of age group 19-21 and 22-24 are our target audience. So now
promotion can be easy and laser focused.