Consumer Insights an Analysis of Pete's Coffee

By Leo Mutuku
  Published 24 Oct 2012
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iHub Research (Nairobi, Kenya) conducted a week long survey at the iHub between September 20thand 24thto understand the consumption habits and preferences ofPete’s Coffeecustomers. These findings were to supplement a content analysis done on data collected fromM-Payer, a business application that Pete’s Coffee uses to record daily transactions.

Key Research Findings

The major findings from this research are: General Consumption of Pete’s Coffee products: The coffee products were the most purchased item from Pete’s Coffee constituting 46% of the total items sold. Cold Beverages were the second most popular products from Pete’s (13%), closely followed by baked goods (12%) Frequency of Purchase: While items like House coffee and tea are bought daily, most of the other items are mainly purchased on a weekly basis. Further, It seems that the sales of the cold beverages (Iced Lemonade) and Lemon, Honey and Ginger concoction sold daily were unaffected by weather patterns as most would expect. Coffee consumption: Most of Pete’s customers have tried a house coffee and only a small percentage of the customers (28%) have ever tried more than one coffee product at Pete’s. This could be a possible reason to the large number of sales house coffees have made in the past three months (60%). Customer preference: House coffees are the most preferred by the customers due to their affordability and taste. Most of these customers, however, have never tried another coffee product at Pete’s Coffee. Most of Pete’s coffee consumers surveyed prefer coffee of medium strength. An equal number of transactions were made from existing tabs and cash transactions. Customer satisfaction: Most customers are satisfied with Pete’s Coffee experience and rate it better than other existing coffee in the market. Further, most of the customers rate the service delivery is good to best and stated that they would definitely recommend Pete’s Coffee experience to their friends. Recommendations:Most respondents recommended to Pete to expand items featured on the menu, particularly, a wider variety of snacks (35%) and the introduction of regular hot lunches (23%). 65% of the respondents would also like it if Pete’s Coffee experience could include a variety of coffee products from around the world. You can read the complete report on this link
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