De-Mystifying Coffee Pubs

Abstract

With the advent of globalization and more job creation the Indian middle class is growing richer by leaps and bounds. Coupled with an increase in spending power, people prefer to spend quality time with their fnends, relatives and family. There are a number of coffee pubs available to the consumer to choose from like Cafe Coffee day, Barista, Quicky's etc to name a few. The research tries to find the level of awareness a consumer has about a coffee pub and the factors which influences a consumer to choose a particular joint over another. The paper also tries to find out Ae various clusters of consumers and their varied preferences.