Is Café Coffee Day Maintaining Its Edge in India's Competitive Coffee Landscape?
Harshul Jain
Vivekananda Institute of Professional Studies, New Delhi
Samyak Jain
Vivekananda Institute of Professional Studies, New Delhi
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http://doi.org/10.37648/ijtbm.v15i02.009
Abstract
This research paper explores the current market position of Cacaféoffee Day (CCD), a leading coffee chain in India, through a comprehensive survey aimed at understanding consumer preferences, brand perception, and potential areas for improvement. Gathering 114 responses from participants primarily aged 18 to 55 in the Delhi NCR region, the findings indicate moderate satisfaction with CCD's menu variety and ambiance, yet notable concerns regarding coffee quality and service speed. Many respondents perceived CCD' offerings as inferior to competitors such as Starbucks and Barista, particularly in product variety and brand visibility. The analysis highlights critical areas for enhancement, including the introduction of vegan options, improvements in coffee quality, better food and beverage selections, competitive pricing strategies, and faster service to enhance overall customer experience. Additionally, the research identifies a significant gap in CCD's marketing and branding efforts, suggesting that revitalizing its brand identity and increasing visibility could help regain market share. Strategic expansion into tier-2 cities is recommended to tap into emerging markets, alongside enhancing digital engagement to attract a younger demographic. Overall, this paper provides valuable insights into CCD's operational challenges and offers actionable suggestions for revitalizing its market presence in an increasingly competitive landscape.
Keywords: CCD; consumer preferences; Edge; NCR; competitive landscape
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