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A Research On The Coffee Industry

This document provides an overview of the coffee industry in India. It discusses how coffee is obtained from coffee plants and trees, with India being the third largest producer and exporter of coffee in Asia. The objectives are to evaluate the industry's growth potential and analyze competition between coffee brands. The literature review explores consumer preferences, coffee breeding, health effects, and hiring of disabled workers. The research methodology will analyze the industry and coffee chains using primary consumer surveys and secondary sources.

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45 views

A Research On The Coffee Industry

This document provides an overview of the coffee industry in India. It discusses how coffee is obtained from coffee plants and trees, with India being the third largest producer and exporter of coffee in Asia. The objectives are to evaluate the industry's growth potential and analyze competition between coffee brands. The literature review explores consumer preferences, coffee breeding, health effects, and hiring of disabled workers. The research methodology will analyze the industry and coffee chains using primary consumer surveys and secondary sources.

Uploaded by

SHIVANI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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A RESEARCH ON

THE COFFEE
INDUSTRY
COFFEE OVERVIEW
Coffee is a beverage that is obtained from the roasted seeds of the coffee plants.
Coffee trees are evergreen shrubs of the Rubiaceae family. They come from
tropical Africa, and a fewer species from Asia.
Coffee plants have bright green opposite leaves with smooth margins. Its flowers
white grow in clusters in the axils of the leaves and are aromatic. From them,
fruits are born.
The "coffee beans" or seeds are the part of the fruits that contains more
caffeine
COFFEE INDUSTRY IN
INDIA
India is the third-largest producer and
exporter of coffee in Asia, The country
accounts for 3.30 per cent (2017-18) of
the global coffee production.
In India, coffee is grown in regions that
receive 2,500–4,000mm rainfall across
more than 100 days, followed by a
continuous dry period.
Of the total coffee produced in India, 70
per cent is exported and 30 per cent is
consumed domestically.
OBJECTIVES
• To evaluate the growth potential of the industry with respect to the economy and the
factors affecting it.
•To study the Coffee consumption pattern of the consumers, the changes that have
taken place and the reasons behind these changes in consumption.
•To analyse the competition between different brands and chains selling coffee along
with case studies on Starbucks and Café Coffee Day.
LITERATURE REVIEW
Krishnakumar (2015), explored preferences for imported high end Kona coffee in South
India. He observed that there was significant preference for strong taste. The relative
importance of price is lower than taste but majority are also adverse to higher prices.
Herbert A. M (2002), stated that inspite of the tremendous potential, coffee breeding is
still largely restricted to two species, Coffea arabica and C. canephora, that dominate
coffee production.
Sultan M.T (2011), has associated consumption of coffee with cardiovascular
complications and cancer insurgence. Also, caffeine helps the ability of an individual to
perform various mental activities like learning and problem solving.
LITERATURE REVIEW
M. Friedner (2013), explores how and why deaf workers are hired in new Indian coffee
shop chains. Arguing that such workers produce added value for the corporations that
hire them. As a result of the decline in public‐sector employment, the private sector has
become a new site of disability employment, and training centres have been created to
train and place disabled workers in the private sector. In the process of such training
and placement, these institutions create “workers with disabilities” as a category.
S. Satel (2009), says that intake of caffeine does no harm to the individual and the
society, however regular consumption may result in symptoms such as headache and
lethargy.
RESEARCH
METHODOLOGY
Research Methodology is a way to solve the research problem in a systematic manner.
The paper will provide detailed and substantial information about the coffee industry
and various coffee chains in India. The analysis of the coffee industry and various coffee
chains in India will be based on primary and secondary data analysis.
The Secondary data is collected from various sources which will be duly mentioned in
the bibliography.
The primary data is collected from the response of potential customers for which a
questionnaire has been prepared and circulated among the chosen individuals.

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