Segmentation of coffee market

naval division, Targeting and Positioning Product: deep brown For the course: merchandising Management Dated: 13th noble-minded 2008 Dinesh Pradeep - MS08A018 K. Ramakrishnan -MS08A036 Karan Chadha -MS08A026 Kishore Kumar -MS08A029 What is Segmentation? Dividing the foodstuff into segments based on geographical, demographical, psychological or behavioural variations is referred to as segmentation. As a marketer croupe rarely action everyone with the same product, it becomes important for him to divide the markets into segments so as to rent one or multiple segments and because deliver tailor make products depending on the needs and regards of the pot of a segment. Segmentation of the java berry bean market: Geographic Segmentation: Geographic every(prenominal)y, Coffee market post be segmented by the interest variables: 1.Region: Table: State/Region able Per capita per year habit of Coffee in India (Kg) 198519952005 Tamil Nadu 0.6330.4250.493 Karnataka0.4980.370.35 Kerala0.1790.070.143 AP0.1090.0620.077 broad(a) South0.3620.2370.267 Total for Non-South0.0090.0040.005 Total for all States0.0940.0760.062 The above duck reveals that coffee enjoyment is more in the southern piece of India than the rest.

In 2005, most 64,405 MT is consumed in South India, which is 80% share of all India consumption of 80,200 MT. In the South, Tamil Nadu is the largest coffee consuming state with an estimated volume of almost 22,000 MT (34%) near followed by Karnataka with 19,000 MT (30%). Andhra Pradesh & Kerala account for about 13,000 MT (20% ) and 10,000 MT (16%) respectively. In Sou! th zone, instant and puree coffee well-nigh have an equal share. In otherwise zones, instant coffee is more predominant. When we compare the large towns, the spousal relationship & West zones visualise a clear increase in penetration of perk up Coffee. This increase in consumption of the beverage in a non-traditional coffee region such(prenominal) as North can be partly attributed...If you want to get a proficient essay, order it on our website: OrderCustomPaper.com

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