Abstract:
The research is conducted to determine the future growth potential of the “Coffee
Planet”, located in the Bahria Town Phase–VII, Rawalpindi. Nowadays Coffee market
has great potential to make a progress and many international brands are now emerging.
How people preferences have shifted to coffee from tea and other beverages. And what
trends people are following now. Coffee planet is an international brand which has
different franchises in Pakistan. To conclude the future growth we conducted survey and
used questionnaire as a tool for collecting data from different people. The variables for
the research on which we have focused are price, quality, and most important one is the
awareness. The questionnaire comprised of two sections. One is focusing on how many
people prefer coffee or tea and how often. Second section is focusing on Coffee Planet
Franchise in Bahria Town. Different factors like location, awareness, price and quality
influence buying decision of a customer. Analysis concluded that the main problem faced
by the franchise is the lack of awareness about the location.
