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Assignment 1 - INTRODUCTION BACKGROUND $18 billion US...

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INTRODUCTION BACKGROUND $18 billion US coffee market 54% of American adults drink coffee daily. There is an increasing trend in at-home brewing. 83% of coffee consumers brew their coffee at home. More and more Americans are bringing their brewed coffee from home to work. The average American drinks 3.1 cups of coffee per day. (http://www.coffeemarvel.com/blog/post/2010/05/11/Facts-and-Statistics-about-Coffee- Consumption-in-the-United-States.aspx) RESEARCH OBJECTIVE The purpose of this research report is to: Identify market structure Find benefits consumers seek Understand consumer beliefs regarding benefits of several brands in the market Identify of areas for improvement LIMITATIONS The time allotted for the research study may not be sufficient. To gain a more thorough understanding of the ground caffeinated coffee market may require more time. Data collected from survey participators may not be representative of the population.
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