Introduction
During Depth Interviews, we realized that thecoffee consumer cannot necessarily bedivided on the basis of income or age. Higherincome consumers do not necessarily preferbetter tasting coffee if they are used todrinking tea. Similarly, younger educatedpopulation need not look for good qualitycoffee but is more attracted to a betterambience. Based on the survey and secondaryresearch conducted by us, we have dividedthe coffee consumer market into sixsegments, primarily on the basis of psychographics