ACKNOWLEDGEMENT

We would like to thank Brewberry coffee house without whose help this
research would not have been possible. Moreover, we would also like to
express our gratitude towards the customers whose valuable input has made
the project a success. Most importantly, we would like to thank Dr. Gopal
Das, Professor of Marketing Domain, IIM Rohtak, without whose guidance,
this project would not have been possible. Lastly, we would like to thank
everyone who has been directly or indirectly helped us to complete this
project successfully.

INTRODUCTION
Brewberrys Caf is now one of the leading and fast growing caf chains
in India. The first Brewberrys caf opened in Vadodara, Gujarat. The
company was much focused on attaining the expertise in caf operations as
well as business sense from its first few ventures in Gujarat. The company
went ahead with national expansion drive. Brewberrys Caf works on three
discreet models - Kiosk aka Street Caf, Caf aka Standard Caf, Bistro aka
Sports Bar.
In Rohtak, Brewberrys have their franchise model (Street Caf). It was
opened on 11th April, 2010. It has been established as a brand in these 4
years. Their emphasis is not only on caf or snacks but on customer
relationship as well. Their menu focusses on quality beverages and freshly
prepared elaborate snacks menu. Brewing across workplaces, colleges and
neighborhoods; come over to hangout, spend time with friends or talk
business.
So, basically their moto is People meet, hearts talk and coffee flows.
In these 4 years of business Brewberrys has built a good customer
base. But, the problem they are facing now is that the addition of new
customer is very low nowadays which lead to problem of low growth rate.
Their sales figure is going smooth i.e. there is no decrease in top line
because of the loyal customer base they have. But, to compete in this
challenging market they need to do something to be ahead of the
competitors. They have many promotional programs e.g. coupons, social
marketing etc. Even then, they are not able to pull the new customer base.
Another concern of Brewberrys is the location; currently Brewberrys location
is in basement of a complex which is near to Sagarvilla. As it is in Basement,
it causes inconvenience in finding the exact location of brewberrys, Rohtak.

Management Decision Problem:

Should the advertising campaign be changed in order to attract new
customers?

Market Researcher Problem:

We need to determine the effectiveness of the current advertising campaign?

Is their current promotion technique is suitable to increase their consumer
base.

APPROACH
HYPOTHESIS:
A consideration number of researcher studied Indian retailing and its consumer from
different perspective. For example, Emma K Macdonald & Byron M Sharp in their
article on Brand Awareness Effects on Consumer Decision Making for a Common,
Repeat Purchase Product: A Replication focused on effects of brand awareness on
consumer decision making. The studies identified that Brand awareness plays a
crucial role in generating sales. Other studies by Gopal Das in factors affecting
Indian Shoppers attitude and purchase intention: An empirical check focused on
Retailer awareness and attitude towards the retailer drives the purchase intentions
in the customers. The research intends to identify how this factors influences the
customers purchase intentions finally driving more sales. Based on the literature
review the following key factors were considered: Retail Awareness, Retailer
associations, Retailer Location and Store Ambience. First two factors contribute to
the Brand equity which in turns positively influence the consumer preferences
toward brewberrys. The Retailer location and Store ambience contribute to
consumers convenience. In this context, the factors identified would help retailer
determine the cause of the stagnant sales.
Hypothesis 1: Retailer awareness is positively related to consumer preferences
towards retailer.
Hypothesis 2: Retailer association is positively related to consumer preferences
towards retailer.
Hypothesis 3: Retailer promotion is positively related to consumer preferences
towards retailer.
Hypothesis 4: Store offered value is positively related to consumer preferences
towards retailer.

RESEARCH DESIGN
NATURE OF RESEARCH:
In order to determine the factors which influence the decision of the
customers from Rohtak towards Coffee Houses/Food Retailers and
subsequently how does this decision impact their intent to purchase, the
authors chose exploratory research followed by Causal Research.
Exploratory Research:
Considering the vast potential of food retails, the first task at hand was to
examine the factors which could influence a customers decision making. To
account for that, extensive literature review and secondary research was
conducted. Many studies have already been conducted in Indian retailing
from various perspectives. This study draws extensively from the studies
conducted by Gopal Das, Emma K Macdonald & Byron M Sharp. These
studies helped identifying the factors which affect customers in retailing. The
study by Das identifies factors such as retailer awareness & retailer
association (Das. 2014b). It gave a brief understanding of how the research
should proceed. Next, for a more detailed understanding, causal research
(Conclusive research) was conducted.
Causal Research:
Once the factors were identified, the next task was to determine the inter
relationships among the factors and to find out whether these factors are

pertinent for our research. It would provide the underlying causes behind
the problem of brew-berry and their effect on the sales and customers
purchase intentions.
In order to tackle this, hypothesis testing was
conducted. As already mentioned previously, the four hypothesis were
tested with the help of quantitative survey. This required the authors to
either develop a questionnaire or to adopt a standard one. Also, with the final
of data analysis, a final linkage is established between the causes and the
effects.

DATA AND DATA COLLECTION TOOLS:

Primary Research has been done and data has been collected.
Questionnaires were designed to collect the responses of the customers to
do the research and Likert scale is used to measure the response of the
customers.

POPULATION AND SAMPLE:

Population: The individuals from the following demographic have been
taken as the sample:
Age: 21-30 years.
Income: Rs.20000- Rs.30000.

Sample: Students of the particular demographics are taken as sample for

the research.

Sample Size: A sample size of 45 is taken for the research.

Sampling Technique: Systematic random sampling is followed in
considering the sample.