IFM University

Nespresso s consumer behavior

Nespresso, What else ?
Nespresso s customer Profile and Behavior

Edouard Tintignac

IFM University 2007

Nespresso s consumer behavior

Table of contents

Table of contens Introduction Methodology What i did Questionnaire Summary of the first findings Analysis of Nespresso customers Age Gender .. . . .

.. 2 . 3 .. 4 4 . 5 . 8 13

... 13 14

What most influenced you to buy a Nespresso machine ?..... 15 How far Nespresso customers are satisfied ?....................... 16 The campaign George Clooney Conclusion Appendix Findings . . .. 19 . . 22 .. 25 29

Bibliography

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IFM University 2007

Nespresso s consumer behavior

Introduction

The purpose of this essay is basicaly to identify and analyse the Nespresso consumers. I chose Nespresso first because I think this company had and has a relevant and interesting strategy to seduce its clients towards a revilutionary way of drinking coffee, and because I am part of its customers.

Nespresso s history

Starting from 1986 the system of extracting coffee from capsules containing freshly ground coffee was first introduced

by Nespresso (a division of Nestlé) to the business market, and subsequently to the domestic household market (in this essay we will focus only on the domestic use of nespresso machines).
Moreover Nespresso remains the pioneer and wordwide market leader in premium portioned coffee, proposing the very highest quality « Grand Crus » to be enjoyed in the comfort of your own home.

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IFM University 2007

Nespresso s consumer behavior

Methodology

What i did My first source of information is a 19 questions questionnaire I created for the project. It focuses, at the beginning, on general data about coffee drinkers. The second part concerns only people using a Nespresso machine. So, the first part allows to identify Nespresso customers among coffee drinkers and the second part deals in detail with the