University of Mumbai

PROJECT REPORT ON

Brand Awareness Of Id Fresh Food Company Among Customer’s

Project submitted to
UNIVERSITY OF MUMBAI
For partial completion of
Degree of Bachelor of Management Studies
BY
SANCHIT RAMESH BHISE

Under the Guidance of

Prof. SARIKA SAGAR
SATISH PRADHAN DNYANASADHANA COLLEGE, THANE
(ARTS, SCIENCE & COMMERCE)
Off Eastern Express Highway, Dnyanasadhana Marg,
Thane - 400604

2018-19
 SATISH PRADHAN DNYANASADHANA COLLEGE, THANE
(ARTS, SCIENCE & COMMERCE)
Off Eastern Express Highway, Dnyanasadhana Marg,
Thane - 400604

CERTIFICATE

This is to certify that Ms/Mr _____________________________________has worked

and duly completed her/his Project Work for the degree of Bachelor of Management
studiesunder the Faculty of Commerce in the subject of
________________________________________ and her/his project is entitled,
“______________________________________________________________” under my
supervision.
I further certify that the entire work has been done by the learner under my guidance and
that no part of it has been submitted previously for any Degree or Diploma of any
University.
It is her/ his own work and facts reported by her/his personal findings and investigations.

Name and Signature of

Guiding Teacher

Seal Of
College

Date of submission
 Declaration by learner

I the undersigned Miss / Mr. ______________________________________here by,

declare that the work embodied in this project work titled “________
____________________________________________________________________”,
forms my own contribution to the research work carried out under the guidance of
________________________________ is a result of my own research work and has not
been previously submitted to any other University for any other Degree/ Diploma to this
or any other University.
Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and Signature of the learner

Certified by

Name and signature of the Guiding Teacher

 Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth is
so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.
I would like to thank my Principal, Dr. C. D. Marathe sir for providing the necessary
facilities required for completion of this project.
I take this opportunity to thank our Coordinator Prof. Rajesh Valeja, for his moral
support and guidance.
I would also like to express my sincere gratitude towards my Project Guide Prof
SarikaSagarwhose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books
and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me
throughout my project.
 INDEX

Chapter No. Title of Chapter Page no.

1. INTRODUCTION 1-20

2. RESEARCH METHODLOGY 21-24

3. LITERATURE REVIEW 25-31

4. DATA ANALYSIS AND INTERPRETATION 32-43

5. SUGGESTION AND CONCLUSION 44-47

BIBLOGRAPHY 48

ANNEXTURE 49-50
 List of Tables

SR NO. QUATIONNAIRES PAGE NO.

1. Are you aware about filtered coffee by I'd fresh food 33

2. Would you like to purchase filtered coffee 34

3. How often do you visit filtered coffee cafe 35

4. When do you usually drink filtered coffee 36

5. Have you consumed filtered coffee from id fresh 37

food's cafe

6. How much should be the pricing of filtered coffee 38

7. Why do you drink filtered coffee? 39

8. How many cups of filtered coffee do you drink per day 40

9. When purchasing filtered coffee(at cafe), What’s the 41

most important part of your filtered coffee experience

10. How frequently filtered coffee is available in id fresh 42

foods cafe
Rating for filtered coffee by id fresh food company.
11. 43
 List Of Graphs

SR NO. QUATIONNAIRES PAGE NO.

1. Are you aware about filtered coffee by I'd fresh food 33

2. Would you like to purchase filtered coffee 34

3. How often do you visit filtered coffee cafe 35

4. When do you usually drink filtered coffee 36

5. Have you consumed filtered coffee from id fresh 37

food's cafe

6. How much should be the pricing of filtered coffee 38

7. Why do you drink filtered coffee? 39

8. How many cups of filtered coffee do you drink per day 40

9. When purchasing filtered coffee(at cafe), What’s the 41

most important part of your filtered coffee experience

10. How frequently filtered coffee is available in id fresh 42

foods cafe
Rating for filtered coffee by id fresh food company.
11. 43
Chapter No 1
a) Introduction
b) Company Profile

1
A) Introduction

1.0 BRAND AWARENESS

Brand awareness refers to the extent to which customers are able

to recall or recognise a brand. Brand awareness is a key consideration in consumer
behavior, advertising management, brand management and strategy development. The
consumer's ability to recognise or recall a brand is central to purchasing decision-making.
Purchasing cannot proceed unless a consumer is first aware of a product category and a
brand within that category.

Awareness does not necessarily mean that the consumer must be able to recall a specific
brand name, but he or she must be able to recall sufficient distinguishing features for
purchasing to proceed. For instance, if a consumer asks her friend to buy her some gum in
a "blue pack", The friend would be expected to know which gum to buy, even though
neither friend can recall the precise brand name at the time.

Different types of brand awareness have been identified, namely brand recall and brand
recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase
decision process and for marketing communications. Brand awareness is closely related to
concepts such as the evoked set and consideration set which describe specific aspects of
the consumer's purchase decision. Consumers are believed to hold between three and seven
brands in their consideration set across a broad range of product categories .Consumers will
normally purchase one of the top three brands in their consideration set.

Brand awareness is a key indicator of a brand's competitive market performance. Given the
importance of brand awareness in consumer purchasing decisions, marketers have
developed a number of metrics designed to measure brand awareness and other measures
of brand health. These metrics are collectively known as Awareness, Attitudes and Usage
(AAU) metrics.
To ensure a product or brand's market success, awareness levels must be managed across
the entire product life-cycle - from product launch through to market decline. Many
marketers regularly monitor brand awareness levels, and if they fall below a predetermined
threshold, the advertising and promotional effort is intensified until awareness returns to
the desired level.
Brand awareness is defined as the buyer’s ability to identify the brand in sufficient detail
to make a purchase (Rossiter and Percy, 1987, 1997). Brand awareness is a necessary
precursor to brand attitude. The precursor principle can be demonstrated with the

2
straightforward example of ordering an imported beer to impress your friends at a trendy
restaurant.

Suppose that when brand attitudes are measured in isolation, which is the common practice
among market researchers, that you have an equally favorable attitude toward two imported
beer brands, Heineken and Beck’s (let’s say you would rate them both 9 out of 10, or .9 on
a 0 to 1.0 probability scale).

But suppose that you are much more likely to recall Heineken when asked by drink waiters
in upmarket situations; let’s put your probability of recalling Heineken first, since you only
want to order one brand at a time, at .8, and your probability of recalling Beck’s first at.
Remember, you are attitudinally indifferent between the two beers – you prefer them
equally.

1.1 DEFINATION

According to Philip Kotler, “a brand name is a name, term, sign, or a design that
identifies the seller of the product or service” Brand equity. Brand equity meansthe
value of brand in the market.

Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit. Marketing identifies
unfulfilled needs and desires. It defines, measures and quantifies the size of the identified
market and the profit potential.

1.2 IMPORTANCE OF BRAND AWARENESS

Brand awareness is related to the functions of brand identities in consumers’ memory and
can be measured by how well the consumers can identify the brand under various
conditions.[3] Brand awareness is also central to understanding the consumer purchase
decision process. Strong brand awareness can be a predictor of brand success. It is an
important measure of brand strength or brand equity and is also involved in customer
satisfaction, brand loyalty and the customer's brand relationships.
Brand awareness is a key indicator of a brand's market performance. Every year advertisers
invest substantial sums of money attempting to improve a brand's overall awareness levels.
Many marketers regularly monitor brand awareness levels, and if they fall below a
predetermined threshold, the advertising and promotional effort is intensified until
awareness returns to the desired level. Setting brand awareness goals/ objectives is a key
decision in marketing planning and strategy development.

3
Brand awareness is one of major brand assets that adds value to the product, service or
company. Investments in building brand awareness can lead to sustainable competitive
advantages, thus, leading to long-term value

1.3 Good brand recall has a number of desirable

effects:

• The recall of one brand blocks off the other brands from the range of alternatives
in which the consumer makes his/her selection,

• Within a set of familiar brands consumers pick the ones better known to them,
especially if they cannot see any special differences between the competing
offerings,

• Good brand recall forms the basis for a clear and attractive brand image,

• Brand recall coupled with high customer satisfaction levels translates into customer
loyalty.

1.4TYPES OF BRAND AWARENESS

Marketers typically identify two distinct types of brand awareness; namely brand
recall (also known as unaided recall or occasionally spontaneous recall) and brand
recognition (also known as aided brand recall).These types of awareness operate in entirely
different ways with important implications for marketing strategy and advertising.
Types are as follows:
• Brand recall
• Brand recognition

4
1.5 EXPLANATION

Types of brand awareness

Brand Recall
Brand recall is also known as unaided recall or spontaneous recall and refers to the ability
of the consumers to correctly elicit a brand name from memory when prompted by a
product category. Brand recall indicates a relatively strong link between a category and a
brand while brand recognition indicates a weaker link. When prompted by a product
category, most consumers can only recall a relatively small set of brands, typically around
3–5 brand names. In consumer tests, few consumers can recall more than seven brand
names within a given category and for low-interest product categories, most consumers can
only recall one or two brand names.
Research suggests that the number of brands that consumers can recall is affected by both
individual and product factors including; brand loyalty, awareness set size, situational,
usage factors and education level. For instance, consumers who are involved with a
category, such as heavy users or product enthusiasts, may be able to recall a slightly larger
set of brand names than those who are less involved

Brand Recognition

Brand recognition is also known as aided recall and refers to the ability of the consumers
to correctly differentiate the brand when they come into contact with it. This does not
necessarily require that the consumers identify the brand name. Instead, it means that
consumers can recognise the brand when presented with it at the point-of-sale or after
viewing its visual packaging. In contrast to brand recall, where few consumers are able to
spontaneously recall brand names within a given category, when prompted with a brand
name, a larger number of consumers are typically able to recognize it.

1.6 Top-Of-Mind Awareness

Consumers will normally purchase one of the top three brands in their consideration set.
This is known as top-of-mind awareness. Consequently, one of the goals for most
marketing communications is to increase the probability that consumers will include the
brand in their consideration sets.
By definition, top-of-mind awareness is "the first brand that comes to mind when a
customer is asked an unprompted question about a category."When discussing top-of-mind
awareness among larger groups of consumers (as opposed to a single consumer), it is more
often defined as the "most remembered" or "most recalled" brand name(s).

5
A brand that enjoys top-of-mind awareness will generally be considered as a genuine
purchase option, provided that the consumer is favourably disposed to the brand
name. Top-of-mind awareness is relevant when consumers make a quick choice between
competing brands in low-involvement categories or for impulse type purchases.

1.7Marketing implications of brand awareness

Clearly brand awareness is closely related to the concepts of the evoked set (defined as the
set of brands that a consumer can elicit from memory when contemplating a purchase) and
the consideration set (defined as the “small set of brands which a consumer pays close
attention to when making a purchase decision”). One of the central roles of advertising is
to create both brand awareness and brand image, in order to increase the likelihood that a
brand is included in the consumer's evoked set or consideration set and regarded
favourably.
Consumers do not learn about products and brands from advertising alone. When making
purchase decisions, consumers acquire information from a wide variety of sources in order
to inform their decisions. After searching for information about a category, consumers may
become aware of a larger number of brands which collectively are known as the awareness
set.Thus, the awareness set is likely to change as consumers acquire new information about
brands or products. A review of empirical studies in this area suggests that the
consideration set is likely to be at least three times larger than the evoked set. Awareness
alone is not sufficient to trigger a purchase, consumers also need to be favourably disposed
to a brand before it will be considered as a realistic purchase option.

The process of moving consumers from brand awareness and a positive brand attitude
through to the actual sale is known as conversion. While advertising is an excellent tool
for creating awareness and brand attitude, it usually requires support from other elements
in the marketing program to convert attitudes into actual sales. Other promotional
activities, such as telemarketing, are vastly superior to advertising in terms of generating
sales. Accordingly, the advertising message might attempt to drive consumers to direct
sales call centres as part of an integrated communications strategy. Many different
techniques can be used to convert interest into sales including special price offers, special
promotional offers, attractive trade-in terms or guaguarante.
Percy and Rossiter (1992) argue that the two types of awareness, namely brand
recall and brand recognition, operate in fundamentally different ways in the purchase
decision. For routine purchases such as fast moving consumer goods (FMCG), few
shoppers carry shopping lists. For them, the presentation of brands at the point-of-sale
acts as a visual reminder and triggers category need. In this case, brand recognition is the
dominant mode of awareness. For other purchases, where the brand is not present, the
consumer first experiences category need then searches memory for brands within that
category.

6
Many services, such as home help, gardening services, pizza delivery fall into this
category. In this case, the category need precedes brand awareness. Such purchases are
recall dominant, and the consumer is more likely to select one of the brands elicited from
memory. When brand recall is domiant, it is not necessary for consumers to like the
advertisement, but they must like the brand. In contrast, consumers should like the ad
when brand recognition is the communications objective.
The distinction between brand recall and brand recognition has important implications
for advertising strategy. When the communications objectives depend on brand
recognition, the creative execution must show the brand packaging or a recognizable
brand name.
However, when the communications objectives rely on brand recall, the creative
execution should encourage strong associations between the category and the
brand.[ Advertisers also use jingles, mnemonics and other devices to encourage brand
recall.

1.8 Measuring brand awareness

Just as different types of brand awareness can be identified, there are a variety of methods
for measuring awareness. Typically, researchers use surveys, carried out on a sample of
consumers asking about their knowledge of the focus brand or category.

1.9 Two types of recall test are used to measure brand awareness:

Unaided recall tests:

Where the respondent is presented with a product category and asked to nominate as
many brands as possible. Thus, the unaided recall test provides the respondent with no
clues or cues. Unaided recall tests are used to test for brand recall.

Aided recall test:

Where the respondent is prompted with a brand name and asked whether they have seen
it or heard about it. In some aided recall tests, the respondent might also be asked to
explain what they know about the brand e.g. to describe package, colour, logo or other
distinctive features. Aided recall tests are used to test for brand recognition.

Other brand-effects tests: In addition, to recall tests, brand research often employs a battery
of tests, such as brand association tests, brand attitude, brand image, brand dominance,
brand value, brand salience and other measures of brand health. Although these tests do
not explicitly measure brand awareness, they provide general measures of brand health and
often are used in conjunction with brand recall tests.

7
To measure brand salience, for example, researchers place products on a shelf in a
supermarket, giving each brand equal shelf space. Consumers are shown photographs of
the shelf display and ask consumers to name the brands noticed. The speed at which
consumers nominate a given brand is an indicator of brand's visual salience. This type of
research can provide valuable insights into the effectiveness of packaging design and brand
logos.

A number of commercial research firms (e.g. Millward-Brown, Nielsen (Asia) monitor

brand effects for key international brands and the topline survey findings are widely
published in business press, trade press and online. It is worth noting that these
commercially compiled lists are not popularity contests, but use clearly articulated
methodologies to compile lists based on consumer responses collected in structured
research.

However, these listings use a variety of metrics, so the results are not directly comparable
and it cannot be assumed that they measure brand awareness. As with the interpretation of
all research, it is important for readers to familiarise themselves with the methodologies
used in order to clarify what exactly is being measured and how the data was collected.

Obviously, most marketers aim to build high levels of brand awareness within relevant
market segments, giving rise to a continuing interest in developing the right metrics to
measure brand effects. Metrics used to measure brand effects are collectively termed AAU
metrics (Awareness, Attitudes and Usage).

1.10Advantages & Disadvantages of Brand Awareness

Advantages of brand awareness

• Awareness
• Consistency in the Marketplace
• Customer Loyalty

Disadvantages of brand awareness

• Can Become Commonplace
• Negative Attributes
• Pigeonholes

8
1.11Brand awareness and the hierarchy of effects

Brand awareness is a standard feature of a group of models known as hierarchy of effects

models. Hierarchical models are linear sequential models built on an assumption that
consumers move through a series of cognitive and affective stages, beginning with brand
awareness (or category awareness) and culminating in the purchase decision. In these
models, advertising and marketing communications operate as an external stimulus and the
purchase decision is a consumer response.
A number of hierarchical models can be found in the literature including DAGMAR and
AIDA. In a survey of more than 250 papers, Vakratsas and Ambler (1999) found little
empirical support for any of the hierarchies of effects. In spite of that, some authors have
argued that hierarchical models continue to dominate theory, especially in the area of
marketing communications and advertising.
The hierarchy of effects developed by Lavidge in the 1960s is one of the original
hierarchical models. It proposes that customers progress through a sequence of six stages
from brand awareness through to the purchase of a product.

9
 Stages Are As Follows

Stage 1: Awareness - The consumer becomes aware of a category, product or brand

(usually through advertising)

Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours, prices,
availability etc)

Stage 3: Liking - The consumer develops a favourable/unfavourable disposition towards

the brand

Stage 4: Preference - The consumer begins to rate one brand above other comparable
brands

Stage 5: Conviction - The consumer demonstrates a desire to purchase (via inspection,

sampling, trial)

Stage 6: Purchase - The consumer acquires the product

10
1.12 Creating and maintaining brand awareness
➢ Brand advertising can increase the probability that a consumer will include a given
brand in his or her consideration set.Brand-related advertising expenditure has a
positive affect on brand awareness levels.
➢
Virtually anything that exposes consumers to a brand increases brand awareness.
“Repeat brand exposure in stores improves consumers' ability to recognize and recall
the brand.”
➢ Increased exposure to brand advertising can increase consumer awareness and
facilitate consumer processing of the included information, and by doing this it can
heighten consumers brand recall and attitude towards the brand.

➢ To increase the probability of a product's acceptance by the market, it is important to

create high levels of brand awareness as early as practical in a product or brand's life-
cycle.
➢ To achieve top-of-mind awareness, marketers have traditionally, relied on
intensive advertising campaigns, especially at the time of a product launch. To be
successful, an intensive campaign utilises both broad reach (expose more people to
the message) and high frequency (expose people multiple times to the message).
➢ Advertising, especially main media advertising, was seen as the most cost efficient
means of reaching large audiences with the relatively high frequency needed to create
high awareness levels.
➢ Nevertheless, intensive advertising campaigns can become very expensive and can
rarely be sustained for long periods. Alhaddad (2015) indicates that advertising
awareness plays as a good source of meaning and identity for a brand by enhance
brand awareness and brand image in social media

11
As new products enter the market growth stage, the number of competitors tends to
increase with implications for market share. Marketers may need to maintain awareness
at some predetermined level to ensure steady sales and stable market share. Marketers
often rely on rough and ready 'rules-of-thumb' to estimate the amount of advertising
expenditure required to achieve a given level of awareness. For instance, it was often held
that to increase brand awareness by just one per cent, it was necessary to double the
dollars spent on advertising.

When a brand becomes established and attains the desired awareness levels (typically
outlined in the marketing plan), the brand advertiser will shift from an intensive
advertising campaign to a reminder campaign. The objective of a reminder campaign is
simply to keep target audiences aware of the brand's existence and to introduce new life
into the brand offer. A reminder campaign typically maintains broad reach, but with
reduced frequency and as a consequence is a less expensive advertising option. Reminder
advertising is used by established brands, often when they are entering the maturity stage
of the product lifecycle. In the decline stage, marketers often shift to a caretaker or
maintenance program where advertising expenditure is cut back.

While advertising remains important for creating awareness, a number of changes in the
media landscape and to consumer media habits have reduced the reliance on main media
advertising. Instead, marketers are seeking to place their brand messages across a much
wider variety of platforms. An increasing amount of consumer time and attention is
devoted to digital communications devices - from computers and tablets through to
cellphones. It is now possible to engage with consumers in a more cost efficient manner
using platforms such as social media networks that command massive audiences. For
example, Facebook has become an extremely important communications
channel. Moreover, social media channels allow for two-way, interactive
communications that are not paralleled by traditional main media. Interactive
communications provide more opportunities for brands to connect with audience
members and to move beyond simple awareness, facilitating brand preference, brand
conviction and ultimately brand loyalty.

The rise of social media networks has increased the opportunities for opinion leaders to
play a role in brand awareness. In theory, anyone can be an opinion leader e.g. celebrities,
journalists or public figures, but the rise of the digital environment has changed our
understanding of who is a potentially useful influencer. Indeed, the digital environment
has created more opportunities for bloggers to become important influencers because
they are seen as accessible, authentic and tend to have loyal followings. Bloggers have
become key influencers in important consumer goods and services including fashion,

12
consumer electronics, food and beverage, cooking, restaurant dining and bars. For
example, a recent survey by Collective Bias, showed that when it comes to product
endorsements digital influencers are more popular than celebrities. Findings showed that
only 3% of participants said they would consider buying a celebrity-endorsed item, in
comparison to 60% who said they had been influenced by a blog review or social media
post when shopping. For marketers, the digital landscape has made it somewhat easier to
identify social influencers.

1.13 Advertising management - creating brand awareness is the

primary function of advertising

Advertising management is a planned managerial process designed to oversee and

control the various advertising activities involved in a program to communicate with a
firm's target market and which is ultimately designed to influence the consumer's purchase
decisions. Advertising is just one element in a company's promotional mix and as such,
must be integrated with the overall marketing communications program. Advertising is,
however, the most expensive of all the promotional elements and therefore must be
managed with care and accountability.

Marketers use different types of advertising. Brand advertising is defined as a non-

personal communication message placed in a paid, mass medium designed to persuade
target consumers of a product or service benefits in an effort to induce them to make a
purchase. Corporate advertising refers to paid messages designed to that communicate the
corporation's values in an effort to influence public opinion. Yet other types of
advertising such as not-for-profit advertising and political advertising present special
challenges that require different strategies and approaches.

Advertising management is a complex process that involves making many layered

decisions including the developing advertising strategies, setting an advertising budget,
setting advertising objectives, determining the target market, media strategy (which
involves media planning), developing the message strategy and evaluating the overall
effectiveness of the advertising effort.) Advertising management may also involve media
buying.

Advertising management is a complex process. However, at its simplest level, advertising

management can be reduced to four key decision areas:

➢ Target audience definition: Who do we want to talk to?

➢ Message (or creative) strategy: What do we want to say to them?

13
➢ Media strategy: How will we reach them?

➢ Measuring advertising effectiveness: How do we know our messages were received

in the form intended and with the desired outcomes?

1.14 The promotional mix includes a variety of tools such as:

Advertising messages paid for by those who send them and intended to inform or
influence people who receive them.

➢ Branded entertainment: the dedicated production of content designed to display

corporate or branded messages in an entertaining format.

➢ Public relations (PR): the practice of maintaining goodwill between an

organisation and its publics.

➢ Personal selling: face-to-face selling in which a seller attempts to persuade a

buyer to make a purchase

➢ Direct marketing: contacting and influencing carefully chosen prospects with

means such as telemarketing and direct mail

➢ Sponsorship: the act of providing money for a television or radio program,

website, sports event, or other activity usually in exchange for advertising or other
form of promotion.

➢ Product placement: the practice of supplying a product or service for display in

feature films or television programs.

➢ Sales promotion / merchandising: activities designed to stimulate sales normally

at the point-of-sale; includes retail displays, product sampling, special price
offers, shelf talkers, contests, give-aways, promotional items, competitions and
other methods.

14
➢ Event marketing: a planned activity of designing or developing a themed
activity, occasion, display, or exhibit (such as a sporting event, music festival,
fair, or concert) to promote a product, cause, or organization.

➢ Exhibitions/trade shows: events or shows (e.g. fashion shows, agricultural

shows) where companies can display their wares or services

15
 B) Company Profile

1.12 Introduction

(Id Fresh Foods)

ID Fresh Food, a private limited company, was founded in 2005 by P.C Mustafa and his
four cousins - Abdul Nazer, Shamsudeen TK, Jafar TK, and Noushad TA.

The company was established with the capital of Rs 25000 by Mustafa. Mustafa holds 50
percent share in the company, and his four cousins hold the rest. The company was supplied
the ten packets of one-kilogram batter to 20 stores in Bengaluru under the brand name ‘ID’
– for Idly, Dosa – operating from a 550 square feet space with two grinders, a mixer, and
a sealing machine. The company made a profit from day one. Soon, Mustafa invested more
INR 6 lakh to add more machines. At the same time, They also moved to a bigger space of
800 sq ft.

As the demand for their product increased, Mustafa invested another Rs 40 lakh in 2008
and bought a 2,500 square feet shed in the Hoskote Industrial Area at Bangalore. In 2009,
he sold his property in Keralathat he had purchased while working in Dubai and pumped
in an additional Rs 30 lakh into the business.

Logo

In two years, By 2010 the company was started making 2000 Kg of batter daily. And also,
the number of stores partnered with them was increased to 300

16
In 2014, ID Fresh foods raised Rs 35 crore in the first round of funding from Helion
Venture Partners. They utilized the funds to add more products and scale-up the business.

In 2016, ID Fresh foods manufacture around 50,000 kg of batter daily from their units
across the country and one in Dubai, which converts into a million idlis.

1.13 iD FRESH FOOD: A COMPLIMENT TO HEALTHY

HOMEMADE COOKING The Spectacular Backdrop of iD Fresh
Batter
iD fresh food was founded in the year 2006 by an IIM-Bangalore alumnus PC Musthafa
and his cousins, Shamsudeen TK, Abdul Nazer, Jafar TK and Noushad TD. P C Musthafa
is the Chief Executive Officer. The idea was introduced by PC Musthafa when his cousin,
who had a kirana store constantly complained about the quality of dosa and idli mixes
produced by the local vendor. During the time which Musthafa had spent on weekends in
the kirana shops he noticed that the idly dosa batter which were sold in transparent
unbranded polythene bags and tied with a rubber band used to sell out very quickly
(Bureau, 2017).That was when the new business idea emerged. iD Fresh Foods was
started in a 550 sq.ft room with one batter grinder and a packaging machine. The name iD
was suggested by one of the cousin as an acronym for idlidosa (Anon, 2017).Eventually,
the venture was named “iD Fresh” indicating an identity for fresh idli and dosa batter.

PC Mustafa, the CEO of iD fresh foods was a son of a coolie hailing from a distant
village of Kerala, India. Mustafa was a sixth grade failure, but continued to pursue his
studies and graduated from the National Institute of Technology, Calicut and IIM
Bengaluru.

Musthafa’s contribution to the initial investment was of Rs.25,000.Today, Mustafa heads

a Rs. 1,000 million company, iDFesh Foods whose products are sold in important Indian
cities and in a few overseas locations also.

1.14 iD Fresh’s Growth Momentum

The complexities of the dual income group and the hurly-burly urban life have greatly
encouraged the entry of class of foods called Ready-To-Cook (RTC). iD fresh foods are
known for their traditional recipes and high standards of hygiene. The batter is freshly
ground and packed every single day. The batter is made by grinding the finest quality of
rice, split black lentil, fenugreek seed and RO purified water and low sodium salt. The
batter is completely free from preservatives, chemicals and artificial flavors. The
conventional ratio of

17
1:4 proportion of lentil to rice and a 0.01 portion of fenugreek seeds are maintained. The
product is in semi-solid state, which is the correct consistency to make idlis and dosas.
The product has an aroma like that of homemade batter.

The company has achieved a turnover of Rs 100 crore in 2015-16. ID Fresh Foods expects
to end this fiscal with Rs 286 crore turnover from 182 Crore in 2017-18. The company
expects the turnover as Rs 350-400 crore in 2019-20.

1.15 There Business

ID Fresh Foods is making the range of products like Idli/Dosa Batter, RagiIdli/Dosa Batter,
Rice RavaIdli/Batter, Vada Batter, Malabar Parota, Whole Wheat & Oats Dosa, Natural
Paneer & Curd.

Idli/Dosa Batter: ID Fresh Foods is one of the major leaders of ready to cook package foods
in 2018 with a primarily South Indian taste. By 2018, 46 Percent of the ID Fresh food's
business came from the idli/dosa batter. Malabar Parotas: By 2018, 32 Percent of the ID
Fresh food's business came from the parota's. Chapati: By 2018, 14 Percent of the ID Fresh
food's business came from the chapati's.

1.16 Funding
Funded by Premji Invest, Azim Premji's investment arm, and Helion Venture Partners,
Bengaluru-based iD Fresh Food has launched its authentic filter coffee in a bid to
revolutionisethe coffee industry.
With its pioneering product, iD Fresh is looking to clock in a revenue of Rs. 50 crore from
their traditional filter coffee decoction in the next financial year.

With the launch of the traditional filter coffee decoction, iD Fresh enters the non-alcoholic
beverage market. iD Fresh's traditional filter coffee decoction offering is unique as it comes
in the form of ready-to-use liquid (decoction) rather than the conventional powder form
available in the market.

1.17 Product introduction

Filtered Coffee
Traditional South Indian Coffee (Capee)

Coffee has been grown in India since the 1600s, when it was first brought to India from
Yemen by Muslim saint named Baba Budan. The most commonly used coffee beans are
arabica and robusta. These are grown in different states of South India, such as in the hills
of Karnataka (Kodagu, Chikkamagalur and Hassan), Tamil Nadu (Nilgiris District,

18
Yercaud and Kodaikanal), Kerala (Malabar region) and Andhra Pradesh (Araku Valley).
The beans are usually medium-roasted and finely ground and blended with roasted chicory.
The final coffee powder composition is typically equal quantities of Plantation A and
Peaberry with between 10 and 30 percent chicory added in, producing a distinct aroma,
thickness and colour in the resulting coffee.
South Indian filter coffee is brewed with a metal device that resembles two cylindrical
cups, one of which has a pierced bottom that nests into the top of the "tumbler" cup, leaving
ample room underneath to receive the brewed coffee. The upper cup has two removable
parts: a pierced pressing disc with a central stem handle and a covering lid. (A similar
device is used to brew Vietnamese coffee.)
The upper cup is loaded with freshly ground coffee. The grounds are then compressed
(i.e., tamped) with the stemmed disc into a uniform layer across the cup's pierced bottom.
The coarser the coffee grinds, the more one has to tamp the coffee to retain the same
extraction. With the press disc left in place, the upper cup is nested into the top of the
tumbler and boiling water is poured inside. The lid is placed on top, and the device is left
to slowly drip the brewed coffee into the bottom. The chicory holds on to the hot water a
little longer, letting the water dissolve and extract more of the coffee grimarke
Traditional Madras-style dabarah, or davarah, and tumbler placed with the open end
facing down as customary.
The resulting brew is generally much stronger than Western drip/filter coffee, and often
stronger than even espresso.
Traditionally, the coffee is consumed by adding 1–2 tablespoons of the brew to a cup of
boiling milk with the preferred amount of sugar. The coffee is drunk from the tumbler
(although a word of English origin, it seems to be the most commonly used name for this
vessel), but is often cooled first with a dabarah - "dabarah" (also pronounced in some
regions as 'davarah'): a wide metal saucer with lipped walls.
Coffee is typically served after pouring back and forth between the dabara and
the tumbler in huge arc-like motions of the hand. This serves several purposes: mixing
the ingredients (including sugar) thoroughly; cooling the hot coffee down to a sipping
temperature; and most importantly, aerating the mix without introducing
extra water (such as with a steam wand used for frothing cappucinos). An anecdote
related to the distance between the pouring and receiving cup leads to another name for
the drink, "Meter Coffee".
The decoction is made of single origin coffee and has the right blend of coffee
and chicory (80% coffee, 20% chicory), zero sugar, and no preservatives. Ardent filter-
coffee lovers can get their fix anytime, anywhere - be it in the comforts of their home,
office or hotel room - without having to labour through the arduous process of making
the traditional coffee decoction.

The product is available in 20ml and 150ml packs across retail outlets in 17 Indian cities,
including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi,
Coimbatore, Vijayawada and Visakhapatnam, among other cities. iD Fresh's Traditional

19
Filter Coffee Decoction will soon be available on popular e-commerce sites, such as
Amazon and BigBasket, among others, making it the company's first product to be
available for delivery in all cities across India.

The product is available in 20ml and 150ml packs across retail outlets in 17 Indian cities,
including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi,
Coimbatore, Vijayawada and Visakhapatnam, among other cities. iD Fresh's Traditional
Filter Coffee Decoction will soon be available on popular e-commerce sites, such as
Amazon and BigBasket, among others, making it the company's first product to be
available for delivery in all cities across India.

"We, at iD Fresh, are keen to help our customers overcome this barrier by offering the
perfect decoction made of the finest coffee beans. You don't need any special equipment,
skilled hands, or loads of time to make filter coffee now," said CEO and co-founder of iD
Fresh Food, Musthafa PC.

With iD Fresh's Filter Coffee Decoction we have simplified the process, such that it not
only appeals to your sense of smell and taste buds, but also brings back happy nostalgia.
When Indians travel abroad, we hope our coffee sachets become a companion -
something to make them feel at home in a foreign land," added Musthafa PC.

Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh
Indian foods, including Idli and Dosa batter, RagiIdli and Dosa batter, Rice Rava batter,
Malabar Parota, Whole Wheat Parota, Whole Wheat Chapati, Natural Paneer, Natural
Curd and most recently, the 'Squeeze and Fry' Vada Batter.

iD Fresh has evolved from making the batter in a 50-sqft kitchen in Bengaluru to
modernizing food packaging and establishing its presence across India and the UAE. The
company's USP is its 100% natural, home-made style of preparation, without the use of
any chemicals, preservatives, emulsifiers, synthetic stabilizers, artificial colours, or
flavours.

20
Chapter No 2
Research Methodology

21
 Research methodology

2.0 Objective

➢ To know if customers are aware of id fresh food’s coffee.

➢ To understand if customers are satisfied & have a feel of filtered coffee.

2.1 STATEMENT OF PROBLEM

The company which is taken by me for researching about whether people are aware about
this south Indian best food company which deals there business in Idli's, wadasambaar,
filtered coffees. This company is taken by me for research purpose because it is a
growing company and it has unsaturated market places over Indian markets.

2.2 RESEARCH METHODOLOGY:

The two kinds of data collection used for the study of customer satisfaction
are:
➢ Primary data
➢ Secondary data

PRIMARY DATA:
It is the collection of data during the course of the study or through direct communication
with the respondent in one or the other form.
The collection of data in this chapter is done by the means of Questionnaire. The
questionnaire is formulated by keeping in mind the objectives of the research.
Primary data are basically the first hand information collected through various methods
such as observation, interview and mailing.
SECONDARY DATA:
Secondary data is used to strengthen the primary data by referring the company reports,
books, websites and customer reviews.

SAMPLE SIZE:
The sample size for the data collection is 80 customers of id fresh food company

22
SAMPLING TECHNIQUE:
Convenient sampling technique is used for the purpose of arriving at a sample size.

2.3 RESEARCH TOOLS:

The research tools used for the collection of the data are direct observation, direct
communication with the customers.

The questionnaire was a combination of 20 questions. If choices are given it is easier for
the respondent to respond from the choices rather they think and reply also it takes lesser
time. Because the keep on responding and one has tick mark the right choice accordingly.

2.4 Data was collected through two sources:

Primary Source: Primary data was collected directly from the customers through a
questionnaire.

Secondary Source: The secondary source was the company website.

2.5 SCOPE OF STUDY:

➢ The reason why people opt for filtered coffee by id fresh food company.

➢ To know the features considered by the customers while consuming filtered coffee .

➢ The scope of study is limited to Thane city.

23
2.6 CHAPTER SCHEME:

Chapter 1: Introduction

Chapter 2: Research methodology

Chapter 3:Review of literature

Chapter 4: Data Analysis and Interpretation.

Chapter 5: Suggestions and Conclusions.

24
Chapter No 3
Review of literature

25
 Review of literature

3.0 How brands grow: What marketers don’t know Byron

Sharp (Author) Daniel May (Narrator) Audible Studios (Publisher)
Description

This audiobook provides evidence-based answers to the key questions asked by marketers
every day. Tackling issues such as how brands grow, how advertising really works, what
price promotions really do and how loyalty programs really affect loyalty, How Brands
Grow presents decades of research in a style that is written for marketing professionals to
grow their brands.

It is the first audiobook to present these laws in context and to explore their meaning and
application. The most distinctive element to this audiobook is that the laws presented are
tried and tested; they have been found to hold over varied conditions, time and countries.
This is contrary to most marketing texts and indeed, much information provides evidence
that much modern marketing theory is far from soundly based.

©2010 Byron Sharp (P)2014 Audible In

3.1 Strategic Brand Management: Building, Measuring, and Managing

Brand Equity, 4e

The fourth edition of Strategic Brand Management offers a comprehensive view of the
changing technological, cultural, global and economic environment that brands face. The
book is well-grounded in practice and can be easily related to past and current marketing
activities, events and case studies. Science of Branding boxes have been included to
provide in-depth treatment of cutting-edge ideas and concepts. Each chapter contains a
Brand Focus appendix that delves into detail on specific and related branding topics, such
as brand audits, legal issues, brand crises and private labels. Numerous in-text examples,
highlighting brands such as Dettol, Colgate and Jet Airways, have been introduced to
illuminate the discussion of virtually every topic and a series of Branding Brief boxes
provide more in-depth examinations of ed topics or brands. The text includes engaging
visuals that highlight many of the important and interesting concepts and examples from
the chapters. Print ads from various Indian companies, such as TCS, ITC, Taj Hotels and
Marico, have been incorporated to illustrate case studies and examples.

26
3.2 Changing buying behavior patterns of indian consumers: A study
towards instant food products with special reference to Ahmedabad City.
Food related lifestyle is being changed a lot due to various reasons. The high rate of
industrialization, growth of service sector and better employment opportunities have
increased consumers disposable income, developed new lifestyles and awareness and a
drastic change can be seen in their buying behavior. The consumers are very fond of
convenience food like instant coffee and noodles. They consider food and drinks as fun.
Their preferences have changed from home-cooked food to fast and ready to ready to serve
food. The young consumers are passionate about visiting fast food outlets for fun and
change. Besides that processed foods are accepted as alternative to the home cooked food
because of the convenience it offers. This paper aims to study the factors affecting changing
buying behavior of Indian consumers, awareness of consumers towards branded ready-to-
eat and ready–to-cook food products, preference for brand and reasons for preference of
Instant Food products (IFP) for which a primary analysis is being carried out.Consumer
Preferences for Imported Kona Coffee in South India: A Latent Class Analysis

3.3 Analysis demand analysis of India’s domestic coffee market.

Coffee, although an important commodity in India agricultural exports, has faced
fluctuating international prices and decreasing unit value realisation, especially in the post-
reform period. Hence, domestic market for coffee cannot be neglected altogether. In fact,
Coffee Board has proposed a promotional campaign to increase domestic demand for
coffee. In this context, it becomes necessary to understand weather the emphasis should be
on price incentives or nonprice factors. We estimate coffee demand for the Indian domestic
market using the dynamic error-correction methodology (ECM). Results show that while
demand for coffee is inelastic in the long-run, it is highly inelastic in the short-run. This
suggests that Coffee Board may focus efforts on non-price factors rather than price
incentives in their generic coffee promotional campaign.

3.4 Consumer perception with respect to Brand Awareness and Brand

Loyalty
The project is intended to fulfill the needs of marketing research which is quite important
for present marketing trends Comparative study will help to evaluate and make marketing
strategies and decisions and guidelines as in current marketing era survival of brands
depend upon the awareness, differentiation, uniqueness, identity and perception based on
comparison of its competitive brands. Thus, this research is quite important and

27
beneficial to highlight & recognize several aspects about the consumer’s perception,
brand loyalty and brand awareness to provide benefit and insights for marketing
strategies and brand development. It will help in creating new bonds and relationship
between the potential consumers and the brands.

3.5 Review of Literature related to Brand Loyalty

The concept of brand loyalty is well established nowadays, and it is
very indispensable to know the views about the concept at evolutionary stage. Copeland
1923 brought up this concept for the first time in history and since that day plenty of
definitions came into existence. In its earliest days loyalty was proposed as Unidimensional
construct. However, in 1950s, it was divided into two separate concepts through
Bidimensional constructs in which one is to measure attitude and the other to measure
behaviour. In the past ten decades, the brand loyalty is developed as multidimensional
constructs. The ten construct of brand loyalty used in different researches in different
product categories are discussed from the following literature reviews.

3.6. Uni and Bidimensions of Brand Loyalty

Spring (1994)1 investigated the relationship between repeat
patronage and individual’s relative attitude. The study concluded that there
1Spring (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”,
Journal of the is a relationship between the social norms and situational factors.
Cognitive,
affective, and conative antecedents of relative attitude are identified as
contributing to loyalty, along with motivational, perceptual, and
behavioral consequences. Implications of research and the loyalty of
management of are derived.

3.7. Oliver and Richard (1999)

Satisfaction response has implications for loyalty and which portion of the
loyalty response was due to this satisfaction component. The analysis
concluded that satisfaction was a necessary step in loyalty formation but
becomes less significant as loyalty begins to set through other mechanisms.
These mechanisms, omitted from consideration in current models, include
the roles of personal determinism and social bonding at the institutional and
personal level. When these additional factors are brought into account,
ultimate loyalty emerges as a combination of perceived product superiority,
personal fortitude, social bonding, and their synergistic effects. As each fails
to be attained or is unattainable by individual firms that serve consumer
markets, the potential for loyalty erodes. A disquieting conclusion from this
analysis was that loyalty cannot be achieved or pursued as a reasonable goal
by many providers because of the nature of the product category or

28
consumer disinterest. For some firms, satisfaction was the only feasible goal
for which they should strive; thus, satisfaction remains a worthy pursuit
among the consumer marketing community.

3.8 Impact of Customer Satisfaction and Brand Image on Brand

Loyalty”, Progress in Business Innovation and Technological
management.

Technology Management, Vol.2, pp. 69-77.

Matzler et al., (2006)18 examined the moderating effect of some
consumer characteristics on the value–brand, trust–brand loyalty chain. The
data were collected from 618 selected people in Austrian cities through questionnaire by
considering four product categories namely mobile
phones, sun glasses, running shoes and blue jeans. Through multiple-group
casual analysis the study showed that the strength of the relationship
between hedonic value and brand trust and brand trust and brand loyalty is
strongly influenced by consumer involvement, price consciousness, and
brand consciousness. Therefore, in further studies the hedonic value and
brand trust are to be considered for the development of brand loyalty.

3.9 Ki-Joon Back, Sara C.Parks (2003),“A Brand Loyalty Model

Involving Cognitive, Affective and Conative Brand Loyalty and
Customer Satisfaction”
pp.1-12.

Back and Parks (2003) investigated the mediating effects of

attitudinal brand loyalty on the relationship between customer satisfaction
and behavioral brand loyalty. They developed a robust brand loyalty
measurement in the lodging industry by using attitudinal and behavioral
brand loyalty constructs. The majority of respondents were business
travellers who stayed at an upper-middle-class business hotel. The results of
this investigation suggested that customer satisfaction had a significant
indirect effect on behavioral brand loyalty when mediated by attitudinal
brand loyalty, including cognitive-affective-conative brand loyalty stages.

29
3.10 Hong-Youl Ha, Swinder J and Sang-Kyu Park (2009), “Role of
Satisfaction in an Integrative Model of Brand Loyalty Evidence from
China and South Korea”, International Marketing Review, Vol. 26, No.
2, pp.
198-220.

Ha et al., (2009) examined the relationship among satisfaction and

other key constructs that may potentially affect brand loyalty. They
developed and tested alternative models of brand loyalty process by
examining the effect of customer orientation, brand association, perceived
service quality, and satisfaction on brand loyalty. The data were collected
from South Korea and China and structural equation model was adopted.
The research model developed in the study fits well and outperforms other
competing models. The results are also consistent with proposed model
even though there are cultural differences among Chinese and South Korean
consumers. The research model empirically established the mediating role of
satisfaction in the context of brand loyalty formation.

3.11 Janghyeon Nam, YukselEkinci, Georgina Whyatt (2011),“Brand

Equity, Brand Loyalty and Consumer Satisfaction”, Annals of Tourism
Research, Vol. 38, Iss.3, pp.1009-1030.

Nam et al., (2011)51 investigated the mediating effects of consumer

satisfaction on the relationship between consumer-based brand equity and
brand loyalty in the hotel and restaurant industry. The data were collected
from 378 customers and structural equation modeling approach was used.
The five dimensions of brand equity such as physical quality, staff behavior,
ideal self-congruence, brand identification and lifestyle-congruence have
positive effects on consumer satisfaction. Finally, the study concluded that
consumer satisfaction partially mediates the effects of staff behavior, ideal
self-congruence and brand identification on brand loyalty. The effects of
physical quality and lifestyle-congruence on brand loyalty are fully
mediated by consumer satisfaction.

3.12 The Dream Catchers Group (2008)

Investigated if demographic variables or if telephone features included on phones
students already owned were predictive of young consumers' perceptions of bundled
features. In addition, this study set out to determine if there were any significant
differences in students' perceptions of bundled features across demographic variables
(rural vis-a-vis HBCU, gender, grade level, cellular telephone brand, major, and age).

30
3.13 KurtMatzler, Sonja Grabner-Krauter and Sonja (2008), “Risk
Aversion and Brand Loyalty: The Mediating Role of Brand Trust and
Brand Affect”, Journal of Product and Brand Management, Vol.17,.
Matzler et al., (2008)36 examined the relationship between the
customer’s risk aversion and its relationship with brand loyalty and to test
empirically whether this relationship was mediated by brand trust and
brand affect. The data were collected from Austrian mobile phone users.
Their risk aversion, two forms of loyalty that was attitudinal and repurchase
loyalty, brand trust and brand affect have been measured with existing and
tested scales. The hypothesized model has been tested by using PLS (Partial
least squares). Finally, the researcher concluded that Customer’s risk
aversion was significantly related to the two forms of loyalty (attitudinal
loyalty and brand loyalty). When brand affect and brand trust are
introduced into the model, the previously highly significant relationship
between domain-specific risk aversion and attitudinal loyalty becomes
insignificant and the risk aversion-repurchase relationship becomes much
weaker, whilst risk aversion strongly influences brand trust and brand
affect. Hence, risk aversion of brand loyalty is very crucial factor not only in
mobile industry but also in all kinds of FMCG products.

3.14 Brand Identity: Introducing renewed concept for coffee shops.

Building a strong brand identity has become a major marketing concern for many
services. In previous years, the focus was on the interaction between the organization and
the customers. This study extended previous research by focusing on the concept of
coffee shops. A qualitative approach with semi-structured interviews was used to explore
the food and beverage industry. The interviews were carried out with 15 independent
coffee shops in Christchurch, New Zealand. There were two key findings from this
research that indicated attentiveness among the respondents about brand identity, first, a
distinctive concept and second, having a fresh concept that will assist the process of
brand identity creation. This study contributed to our understanding of how brand identity
was built and then connected it to the internal culture of the coffee shop. The findings
suggested that the process of creating and building a brand identity was more
complicated than just creating the visual imagery in order to build distinctiveness.
Keywords: Brand, Brand identity, Coffee shop

31
 Chapter No 4
Data analysis And Data Interpretation

32
 Table No. 1
Table Represents that how much respondents are aware of filtered
coffee by id fresh food.
Responses Respondents
Yes 70
No 10
Maybe 0
Total No. Of Respondents 80

Table analysis

From the 80 respondents only 70 respondents said yes and

remaining said 10 said that they are aware of filtered
coffee by id fresh food.

Pie-Chart No1
Pie-Chart is Representing the how much
respondents are aware of id fresh filtered coffee.

Interpretation

Pie chart represents that 87.5% of respondents said yes and

remaining 12.5% said no that they are aware of coffee by id
fresh food

33
 Table No. 2
Table Represents that how much respondents like to purchase
filtered coffee.
Responses Respondents
Yes 51
No 6
Maybe 23
Total No. Of 80
Respondents

Table Analysis: From the 80 respondents only 51

respondents said yes and remaining said 6 and other 23
said that that they would like to purchase filtered coffee.

Pie-Chart No2
Pie-Chart is Representing how much respondents
are like to purchase filtered coffee.

Interpretation

Pie chart represents that 63.8% of respondents said yes and

remaining 28.8% and rest of 7.5% said maybe that they would
like to purchase filtered coffee.

34
 Table No. 3
Table Represents that how often respondents visit filtered coffee cafe.
Responses Respondents
All the time 42
Often 21
Sometimes 15
Rarely 2
Total No. Of Respondents 80

Table Analysis: From the 80 respondents only 42 respondents said that

they visit all the time, 21 often, 15 sometimes and remaining 2 rarely
visits to filtered coffe café.

Pie-Chart No3
Pie-Chart is Representing the how much respondents visits
filtered coffee café

Interpretation

From the 80 respondents only 42 respondents said that they visit all
the time, 21 often, 15 sometimes and remaining 2 rarely visits to
filtered coffee café.

35
 Table No. 4
Table Represents that when they usually drink filtered coffee.
Responses Respondents
Morning 46
Afternoon 20
Evening 14
Night 0
Total No. Of Respondents 80
Table Analysis: From the 80 respondents only 46
respondents said that they drink filtered coffee in morning,
20 at afternoon, 14 at evening at no one drink in night.

Pie-Chart No4
Pie-Chart is Representing that when do they usually
drink filtered coffee.

Interpretation

Pie chart represents that 56.5% respondents said that they drink
filtered coffee in morning, 25% at afternoon, 17.5% at evening at no
one drink in night.

36
 Table No. 5
Table Represents that how much people consumed filtered coffee by id fresh
food’s cafe
Responses Respondents
Yes 46
No 26
Maybe 8
Total No. Of Respondents 80

Table Analysis: From the 80 respondents only 46 respondents said

yes and remaining said 26 and other 08 said that they would like to
consume filtered coffee by id fresh food’s café.

Pie-Chart No5
Pie-Chart is Representing the how much
respondents consumers consumes filtered coffee.

Interpretation

Pie chart represents that 57.5% respondents said yes and

remaining said 32.5% and other 10% said that they would like to
consume filtered coffee by id fresh food’s café.

37
 Table No. 6
Table Represents that How much should be the pricing of filtered coffee.
Responses Respondents
50-100 55
100-200 25
Total No. Of Respondents 80

Table Analysis: From the 80 respondents 55 respondents said that

the price sould be 50-100 and remaining 25 said it should be 100-200.

Pie-Chart No6
Pie-Chart is Representing that how much should be
the pricing of filtered coffee.

Interpretation

Pie chart represents that 68% respondents said that the price sould
be 50-100 and remaining 32% said it should be 100-200.

38
 Table No. 7
Table Represents that why they drink filtered coffee.
Responses Respondents
To keep me focused 28
When i need to wake up 27
When i need a break during the 20
day
To give me energy 5
Total No. Of Respondents 80

Table Analysis: From the 80 respondents 25 respondents said that 28

respondents drink coffee for to keep me focus and 27 to wake up and 20
drink during the break and remaining 5 to get some energy.

Pie-Chart No7
Pie-Chart is Represents why they drink filtered
coffee.

Interpretation

Pie chart represents that 28 respondents said that drinking coffee for
to keep me focus and 27 to wake up and 20 drink during the break
and remaining 5 to get some energy.

39
 Table No. 8
Table Represents that how much respondents drink cups of coffee per day.
Responses Respondents
1-2 40
3-4 30
5+ 7
Total No. Of Respondents 80

Table Analysis: From the 80 respondents 40 respondents drink

minimum1-2 cups of coffee as well as the remaining 30 and 7
respondents drink 3-4 and +5 respectively.

Pie-Chart No8
Pie-Chart is Representing how much respondents
drink cups of coffee per day.

Interpretation

Pie chart represents that 50% respondents drink minimum1-2

cups of coffee as well as the remaining 41.2% and 7 respondents
drink 3-4 and 8.8% respectively.

40
 Table No.9
Table Represents that what is the most important factor while experiencing filtered
coffee by id fresh food’s cafe.
Responses Respondents
Price 34
Customer service 21
Taste 24
Location 1
Total No. Of Respondents 80

Table Analysis: From the 80 respondents 34 voted for the pricing of coffee,
21 for customer services, 24 for the tastes, and remaining 1 for locations.

Pie-Chart No9
Pie-Chart is Representing that what is the most important factor
while experiencing filtered coffee by id fresh food’s cafe

Interpretation

Pie chart represents that 42.5% voted for the pricing of coffee, 26.2%
for customer services, 30% for the tastes, and remaining 1.2% for
locations.

41
 Table No.10
Table Represents that how frequently filtered coffee is available in id fresh foods
cafe.
Responses Respondents
Available at anytime 40
Most of the time 37
Rarely 3
Total No. Of Respondents 80

Table Analysis: From the 80 respondents out 40 of said its available at

anytime, remaining 37 and 3 said its available most of the time and
rarely respectively.

Pie-Chart No10
Pie-Chart is Representing the how frequently
filtered coffee is available in id fresh foods café.

Interpretation

Pie chart represents that 50% of said its available at anytime,

remaining 46.2% and 3.8% said its available most of the time and
rarely respectively.

42
 Table No.11
Table Represents that rating for filtered coffee by id fresh food company.
Responses Respondents
1 1
2 2
3 6
4 14
5 57
Total No. Of Respondents 80

Table Analysis: From the table it represents 57 out of 80 respondents

voted 5 stars and remaining 14 voted 4star, 6 voted 3star and 2 voted
for 2stars, and remaining 1 voted 1star.

Pie-Chart No11
Pie-Chart is Representing the ratings given by
respondents.

Interpretation

Pie chart represents that 57 out of 80 respondents voted 5 stars and

remaining 14 voted 4star, 6 voted 3star and 2 voted for 2stars, and
remaining 1 voted 1star.

43
 Chapter No 5
Findings, Recommendations & conclusion

44
 Findings
1. Pie chart represents that 87.5% of respondents said yes and remaining 12.5%
said no that they are aware of coffee by id fresh food.

2. Pie chart represents that 63.8% of respondents said yes and remaining 28.8%
and rest of 7.5% said maybe that they would like to purchase filtered coffee.

3. From the 80 respondents only 42 respondents said that they visit all the time,
21 often, 15 sometimes and remaining 2 rarely visits to filtered coffee café.

4. Pie chart represents that 56.5% respondents said that they drink filtered
coffee in morning, 25% at afternoon, 17.5% at evening at no one drink in night.

5. Pie chart represents that 57.5% respondents said yes and remaining said
32.5% and other 10% said that they would like to consume filtered coffee by id
fresh food’s café.

6. Pie chart represents that 68% respondents said that the price sould be 50-100
and remaining 32% said it should be 100-200.

7. Pie chart represents that 28 respondents said that drinking coffee for to keep
me focus and 27 to wake up and 20 drink during the break and remaining 5 to
get some energy.

8. Pie chart represents that 50% respondents drink minimum1-2 cups of coffee as
well as the remaining 41.2% and 7 respondents drink 3-4 and 8.8%
respectively.

9. Pie chart represents that 42.5% voted for the pricing of coffee, 26.2% for
customer services, 30% for the tastes, and remaining 1.2% for locations.

10. Pie chart represents that 50% of said its available at anytime, remaining 46.2%
and 3.8% said its available most of the time and rarely respectively.

11. Pie chart represents that 57 out of 80 respondents voted 5 stars and remaining
14 voted 4star, 6 voted 3star and 2 voted for 2stars, and remaining 1 voted
1star.

45
 Recommendations

➢ As review from customers company should focus on availability of coffee

products to full fill customers needs in several areas.

➢ They should focus on marketing over advertising platforms to capture

unsaturated markets.

➢ They should focus on customer services to satisfy consumers expectations

and wants.

➢ As they are growing in food industry drastically they should give

customers extra benefits that will help them to get loyal customers towards
there company and companies products

46
 Conclusion

➢ Thus the market for filtered coffee products never been a death here.
But of the varieties available in this segments, most of people prefers
id fresh foods.

➢ Customers in this segment want to adopt changes into their lifestyle.

This has fostered entry of varieties of filtered coffee available nation-
wide to flourish in this market.

➢ This has enhanced the competition in this coffee segment. But id fresh
food company with stood this competition by retaining its market
share to be highest.

➢ The result of the survey conduct showed that filtered coffee by Id

fresh food Brand is the most preferred filtered coffee in local several
areas of thane.

47
A) Bibliography
1. www.idfreshfood.com/about-us/
2. https://en.m.wikipedia.org/wiki/ID_Fresh_Food
3. https://www.slideshare.net
4. https://www.scribd.com/doc/125989375/Review-of-Literature-on-Brand-
Awareness
5. https://en.m.wikipedia.org/wiki/Hypothesis_Theory
6. https://www.google.com/amp/s/www.exchange4media.com/amp/marketing-
news/innovation-is-the-only-way-to-stay-ahead-of-the-competitionceoid-fresh-
food-90316.html
7. https://www.google.com/amp/s/m.timesofindia.com/business/india-business/ids-
coffee-decoction-hopes-to-take-on-nestle-bru/amp_articleshow/66004561.cms

48
 B) Annexture

• Are you aware about filtered coffee by I'd fresh food ?

Yes
No
Maybe

• Would you like to purchase filtered coffee?

Yes
No
Maybe

• How often do you visit filtered coffee cafe?

All the time
Often
Sometimes
Rarely

• When do you usually drink filtered coffee?

Morning
Afternoon
Evening
Night

• Have you consumed filtered coffee from id fresh food's cafe?

Yes
No
Maybe

• How much should be the pricing of filtered coffee?

50-100
100-200

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• Why do you drink filtered coffee?
To keep me focused
When i need to wake up
When i need a break during the day
To give me energy

• How many cups of filtered coffee do you drink per day?

1-2
3-4
5+

• When purchasing filtered coffee(at cafe), Whats the most important part of your
filtered coffee experience?
Price
Customer service
Taste
Location

• How frequently filtered coffee is available in id fresh foods cafe?

All the time
Most of the time
Rarely

• Rating for filtered coffee by id fresh food company

1
2
3
4
5

50