Cup of Joe Coffee Report

Included in the results will be the kind of coffee that Cup of Joe should consider selling to its customers. Before this research, market research had been conducted although the results were not wholly fruitful. Nevertheless, the market research was adequate to identify the four organizations that the Cup of Joe will be competing against and also importantly the presence of a variety of coffee preferences dictated by the region. Since Joe intends for his Cup of Joe to be an international coffee company but wants to start it off at Houston, research with regards to the region should be carried out to answer the following questions: 1. What consumer segments can be identifies in the Houston area coffee-drinkers market? 2. After gathering information from the various secondary sources, qualitative research will follow whereby the area of specialty will be carrying out interviews.

Despite the presence of many methods of conducting interviews, the face-to-face method will be utilized. Consequently, this will pave the way for better interaction between the interviewer and the interviewee which will give in-depth information regarding their perceptions and perspectives. Besides, the opinions of consumers in relation to the already existing companies will answer the question concerning the segments evaluation of the competitors. Data acquired in this phase will be analyzed and later used in the third phase of the survey. Taking men, for instance, they are believed to drink an average of 1. 6 cups of coffee daily(E-Imports, 2017). In the United States, the average consumption of coffee is 3. 2 cups per day. 35% of the coffee drinkers consume the black coffee while the rest, 65% choose to add sugar or cream.

Furthermore, McDonald's slashed its prices halfway for coffee products such as pumpkin spice latte. Dunkin’ Donuts and King Burger have not been left behind either since they have also shifted their attention to the specialty coffee market with aims of accumulating more revenues and emerging the best in the coffee market. The relentless efforts of the four leading brands have impacted or left a mark in the customer's minds which act as a barrier for any company that wished to enter this market. Qualitative Research: Interviews In total, three participants were picked for the research process. Preferred was the face-to-face interview due to its benefits over other methods of the interview such as telephone interview. Participant A preferred drinking coffee because it was convenient, and he could get it at any given time, whether in the morning for breakfast or during the day.

Participant B tried out different coffee flavors since she loved coffee and regarded it as nutritious to her. The taste was an aspect that she considered essential as well. Participant C liked black coffee the most and used sugar as well as cream occasionally. Participants were asked concerning their attitudes towards the coffee shop. Participant A also thought Dunkin’ Donut to be a fast food company and not a coffee organization like Starbucks and McDonalds. Survey Research: Questionnaire Development After having gathered the necessary data from both the secondary research and qualitative research and analyzed it, a questionnaire has been formulated which is intended to be used by a larger sample. The sample questionnaire can be located in the Appendix A.

Each of the questions is expected to get certain information concerning the different segments. The questionnaire will be distributed in the Greater Houston region since it is the area of interest of Cup of Joe coffee shop. E-Imports (2017). Coffee Statistics. Retrieved from http://www. e-importz. com/coffee-statistics. Susanty, A. , & Kenny, E. The relationship between brand equity, customer satisfaction, and brand loyalty on coffee shop: Study of Excelso and Starbucks.  ASEAN Marketing Journal, 14-27. Appendix A 1. What is your favourite coffee shop? 11. On average, how much do you spend daily in a coffee shop? Less than £5 £5-10 £11-15 £16-20 £20+ 12. What other items do you buy with your coffee? I don’t buy anything else Sandwich Biscuit Crisps Panini Muffin Cake Other, please specify:  13.