CONSUMER BEHAVIOR RESEARCH:

NESCAFÉ COFFEE
Food Bazaar, Shipra Mall, Ghaziabad
 Research Methodology
Technique: Qualitative research
Sample: Convenience sampling
Sample size: 10
 How the survey was
conducted
• 10 samples taken according to convenience
• A study of product display in the outlet:
☺How products from Nescafé were kept along with
other coffee products
☺Offers that were associated with the product “coffee”
☺Difference of selection of product kept in the outlet
compared to grocery shops
• A study of purchasing decisions taken at the
spot for 3 consumers incl. one of the team
members
 Questions projected
• Frequency of purchasing coffee
• Preference for coffee i.e. strong, mild, etc.
• When coffee is generally preferred i.e. time
• Why Nescafé
• Source of product information
• Feedback
• Suggestions (if any)
 Objectives
• Who buys coffee
• Why?
☺offers/discounts, etc.
☺ordinary/regular buyers
☺ambience affects decision
• How decisions are taken?
☺pre-determined
☺information search → evaluation of alternative →
decision
• Why Nescafé?
☺well-learned consumers
☺study of consumer motivation, perception and attitude
[ quality – status – economy]
☺brand
 The world of Nescafé
[as found in the place of
research]
Nescafé Classic
•Hybrid segmentation
•to attract young people for its
refreshing quality
•combo pack included two sachets
•a free red coffee mug (signature of
the brand)
•Little jar with ’25 cups’ coffee making

Nescafé Sunrise Premium

•Behavioral Segmentation
•to attract coffee freak who generally
takes strong coffee
•recent offer of free chocolate from
Nestle
•pouch in selected stores
 The world of Nescafé
[as found in the place of
research]
Nescafé Sunrise Special
•Tagged as ‘special brand special
price’
•for people with low affordability

Nescafé Cappuccino
•For experiencing true café style
•Psychological (Lifestyle)
segmentation
•introduction of sachet for the
preparation of 1 mug of coffee.
 FINDINGS:
QUESTIONNAIRES
 Questionnaire &
•
findings...
Age group of the consumers...
• 18 – 25 (3)
• 26 – 35 (5)
• 36 – 45 (2)
• 46 – 60 (0)
• 61 & above (0)
• Sex:
• Male (4)
• Female (6)
• Do you buy coffee?
• Yes(10)
• No (0)
• Why do you buy coffee?
– Taste (3), Goodliness i.e. Feel good
factor (5), Elegance (0), Stress buster
(2), Any other (0).
• You buy coffee
– Regularly (8), Occasionally (2),
Seasonally (0).
• You prefer coffee which is
– Strong (4), Mild (4), Cappuccino (2),
Nothing particular (0)
• At what time of the day, you prefer
taking coffee?
– Work hours (2), Relax hours (5), Morning
(1), Any other (2).
• Why Nescafé?
– Favourite brand (7), Well known brand (1), Promo
offers (2)
• Where have you learnt about the product?
– TV Ad (9), Friends (0), Product display (1)
• Which among the offered range of products
is preferred by you?
- Nescafé Classic (10), Nescafé Premium
(0), Nescafé Special (0), Nescafé Cappuccino
(0)
• Do you think, price can come between your
decision of purchasing your favourite brand?
– Yes (3), No (7).
 FINDINGS:
OBSERVATIONS @
PLACE OF
RESEARCH
 3 BUYING DECISIONS
OBSERVED
• A COUPLE:
Busy in their own discussions, selected Nescafé classic and walked away

• A GROUP OF GIRLS:
reading the information provided at the label of all the products
↓
selecting Nescafé classic’s jar
↓
two of them whispering on each other’s ear as they keep doing it
↓
kept the jar as it is
↓
walked out smartly! 

• NEHA
 Case 1
• Buyers were pre determined in
purchasing the product
• Seems like they were shopping for
the purpose of their household
• Nescafé forms a part of their choice
already made before
• HABITUAL BUYING DECISION
 Case 2
• Complicated analysis
• Might thought of buying coffee as a choice
between “lifestyle” factor (a brand – Nescafé) &
“economical”, or both
• In terms of product information, it could be said
that they were not aware about the product
specifications i.e. Net Wt., Price, etc.
• They were comparing with different products
 2 cont..
• They might be impulsively selecting the product
• Red mug that has become a signature for the
company could be the “queen bee”
• After evaluating alternatives, economic factors
led to the decision of not buying the product
• Also, the offer for free cup came along with the
large pack which is generally purchased by
Rank 1 consumers
 Case 3
• Neha bought and we watched silently
• Her spontaneity in purchase decision
proved her attachment with the product
• But case was different
• Neha said when asked: she wanted to
get the red mug and that only triggered
her need to buy the combo pack
Observation: Displays in the
outlet
• In front was the combo pack itself
• Only a few Cappuccino products
were kept
• Sunrise premium was in small
pouches [50gms.]
• Sunrise Special were offered free
with Nescafé Classic
♦Age group => 18-45 majority
~ symbolizes “youth”, family buy
♦Overall goodliness i.e. feel good factor is 50%
♦Regular buyer is 80% i.e. high demand
♦Both strong + mild is considerable i.e. product is able
to cater to various needs of the consumers
♦Relax hours are preferred by 50% i.e. taken as
rejuvenator or stimulant
♦Nescafé is preferred by all i.e. it is successful as a
brand as -
• majority of the demography has opted Nescafé
• preferred by both strong & mild drinkers
• overall goodliness i.e. feel good factor got majority
vote
♦Learnt from TV ad=>9/10
•Ad has a huge effect on the consumers
featuring working girls/women in various
professions, just married couples, etc.
♦PRICE IS NOT A FACTOR
• Indicates the exclusiveness of the product
• Made an universal appeal in the minds
♦NESCAFÉ Classic preferred by all
• Proves the success of the product incl.
price, promotion and positioning
• Might also be the lack of awareness about
offered product line
 Arousal of Motive:
Environmental/Situational
Arousal
• Music director busy in recording
session
• Woman in charge of her own shop
• Showing coffee beans
• Business discussions
• Enjoying coffee in the morning with a
breeze around
• Opening the lid of the jar, removing foil
• Photographer busy in his own world of
‘fixing angles’ for the best shot
• Woman busy in her professional life
hurries to get to the car quickly after she
finishes desk work
• Painter lost in his own world of colors
• Woman walking in street with
expression of contentment
• Preparing coffee with water and
milk in the RED MUG
•Woman taking coffee from the
vending machine, opens her mail
inbox and sighs
• Teenager boy thinking of
something as he writes
• The same photographer now sits
with his ‘object’ of photography
probably to evaluate how it was
• Coffee is ready
• The same girl chatting
• Another girl trying to catch taxi
(cab)
 Consumer Learning
• CUES: Combo Pack with red mug,
affordable range
• Motive was situational arousal and
cues provided directions to these
motives
• Food Bazaar also planned to work as
catalyst to this drive by featuring
COMBO Pack among its diverse
product line
 CONSUMER MOTIVATION
• Set to evoke Self Actualization Needs
(self fulfillment)
• Majority voted for feel-good factor
followed by regular buying with price
not being an obstacle
• Ad featured Social needs (warmth of
relationship, etc.) and Egoistic Needs
(self esteem, success, independence)
 Consumer Personality
• Non Freudian personality theory
explaining social relationships and
style of life

• DETACHED INDIVIDUALS:
desires independence, self reliant,
self sufficiency, individualism
 Generating CONSUMER
ATTITUDE
• Nescafé ’s idea is successful with attaching it to the
LIFESTYLE factor of the consumers
• Nescafé Classic earned such image also for the color
combinations:
☺RED – hot, strong, color of coffee
beans
☺ BROWN – informal, relaxed,
masculine
• Explains why Nescafé Sunrise Premium & Nescafé
special couldn’t be successful as they features YELLOW
and GREEN colors – generally taken as color of tea
leaves, coffee has nothing to do with GREEN & Yellow
What query????