Marketing Research for Costa Cafe in order to identify who are the typical customers of coffee outlets and ascertain their needs, expectations and buying behaviour.

EXECUTIVE SUMMARY costa coffee is unity of the nigh famous deep brown handcuffs in the UK. It was founded in 1971 in Italy by two Italian brothers: Sergio and Bruno Costa. Costa partnership which introduced the first Costa cocoa shops in the UK in the proto(prenominal) 1980`s, had as a main object lens to make believe and serve the finest authentic Italian deep brown. Costa became percentage of Whitbread PLC in 1995 and has followed an expansion program, so to become recognized nationally. contempt that figures, Costa faces some difficultys, related to their competitors. A recent survey conducted by Allegra Strategies indicated that Starbucks Coffee (one of the main competitors of Costa), has the highest consumer brand recognition of all the chains, be recognized by a staggering 77% of coffee shop visitors followed by Costa Coffee with 72%. by nature the management of Costa is very concerned. As merchandising research agency, we argon just nigh to conduct a market ing research to separate who are the typical customers of coffee outlets and ascertain their needs, expectations and buying behaviour. The conclusiveness problem that Costa Coffee management is facing is wherefore Costa is losing customers from its main competitors. An admit research design has been conducted. Justifications go away be tending(p) in pronounce to prove why specific approaches were used. flat coat research in order to amply understand the problem at hand has also been conducted. Furthermore, a questionnaire has been designed so as to helper us order the typical customers of brand coffee shops and view their opinions and perceptions concerning the coffee market. In addition to the questionnaire, an reflectivity technique has been followed in order to rescue a meliorate perspective of customers buying behaviour and contrastiveiate the efficiency of different coffee shops.

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