Other Observations
• The authenticity of the color has been given an average rating by the set of respondents where as a
high rating has been given by the loyal customers of CCD.
• People loyal to CCD find it as an ideal place to hang out with their friends and have given them a
high rating. The coffee lovers loyal to Barista Lavassa have given the same an average rating.
Inference from the exhibits:
When we look at the non-loyal segment of the customers one who probably visited the café once in a
while. They all have a tendency to feel that it’s an expensive affaire to go out and spend on coffee along
with they agree to the fact with very high average that it’s for young and highly aspirational customers.
The market environment is every changing and with increase in the dynamic demographics of tech savvy
people who like to sit in places with good ambience where they can sit and spend time with their
friends. On the other hand we have people who are loyal CCD customers they don’t feel that it’s
expensive or overpriced. They are ready to shell out money for the experience which CCD is providing
the aroma of the coffee which lingers in the ambience is something they associate with feeling proud.
The most important association which the loyal CCD customers have is that of “Memories” which they
have spent with their friends and family while having a sip of coffee. A sense of professionalism & being
sophisticated in associated with people who are loyal to CCD. Lastly, when we talk about the customers
who are loyal to Barista we see some stark difference in terms of associations as they feel the quality of
ingredient with which they make their coffee is very high which makes them proud and adds to their
snob value of having coffee at a café.
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