India – a coffee drinking nation
India, it seems, is getting a real taste for coffee and coffee beans. Apparently, it is a country which is consuming more and more! The Coffee Board has reported that last year’s crop produced some 302,000 tonnes of coffee and it is believed that the levels of domestic consumption are around half of that amount.
As such, the Coffee Board has rolled up its sleeves and decided to research just how the country’s population is choosing to drink so much coffee, which demographic groups are attracted to it and what sorts and forms of coffee they choose.
To this end, it has been reported that the Coffee Board has arranged to use the services of a reputable market research agency to help them collect their data and analyse their findings. The title of the research project is ‘Coffee Consumption and Attitude to Coffee Drinking’ and ‘India Coffee Market Study 2011.’
It is likely that the Coffee Board will study various players in the coffee industry to gather its information – it has been suggested that café chains, roasters and retailers will be questioned, along with those organisations that manufacture instant coffee.
The Coffee Board in India has a history of investigating via studies such as these. It is said that in 2001, Carlos Brando, a Brazilian marketing consultant, was employed to increase the consumption of coffee. It seems that, in that case, the results were very successful – it has to be said that India is turning into something of a coffee-drinking nation.