School of Business

Consumer Behavior – MKTG 240

TERM PAPER PROJECT

Spring-2007
Presented to : Ms. Maya Farah

Prepared by: Nathalie Abou Safi

Patricia Bakalian
David khairallah
Joseph Kharrat
Marc Maalouf

Presented on : 21/ 05/2007

Oral presentation on :28/05/2007

 Executive Summary:

We have been asked to conduct a company study for this course. We chose “Café Najjar”
as it has positioned itself as the leading company in the Lebanese coffee market and
consumer products. Café Najjar is a very dynamic and competitive company with means
of global expansion and everlasting opportunities. Café Najjar has many offerings and it
targets customers from all ages and from different backgrounds.

At the beginning of the report, we conducted research methods to understand the

consumer behavior of Lebanese coffee consumers. The research consisted of a group
interview with three female coffee consumers which allowed us to gain deep insights
about the patterns and behavior behind coffee consumption. In addition, we interviewed
Mr. Elie el Achkar from the Café Najjar Company as we faced difficulties in interviewing
the marketing manager. Mr. Achkar provided us with the essential information about the
different products and services offered by the company as well the marketing strategy
adopted and its different steps in reaching its goals.

As an introduction, we gave some details pertaining to the background and history of the
company concerning the foundation, the offerings and the operations. We then discussed
the marketing plan of the company and how it segments and targets each market
according to different variables. Afterwards, we gave a detailed explanation about the
CDP model used by the Café Najjar Company which allowed us to gain knowledge about
how the company does plans its method to match the customer’s expectations according
to his buying process behavior and pattern.

Finally, we gave our recommendations concerning the company’s current strategies

trying to improve them in order to be able to compete in a more efficient way in the
market and to stay at the top.

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Table of Content

Executive Summary…………………………………………………………………….p. 2

Introduction……………………………………………………………………………..p. 4

a. Founder of the Company…………………………………………………p. 4

b. Company’s Main products……………………………………………………...p. 6

Identification of Target Market(s)…………………………………………………...…p. 8

a. Primary Market Demographic and Psychographics……………………...p.8

b. Recommendation and Potential Target Markets…………………………p.9

Consumer decision making processes……………………………...…………………p. 10

a. Type and Information Used by The consumer……………………………p. 10

b. Evaluation of Other Brands…………………..…………………………..p.11

Recommendations……………………………………………………….…………….p. 15

Conclusion………………...…………………………………………………………..p. 18

Work Cited………………………………………………………………………….…p. 19

Appendixes…………………………………………………………………………... p. 20

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1. Introduction
a. Founder of the Company and Current Status

Café Najjar is a Lebanese coffee company initially founded in 1957 by Ms. Michel Najjar
.It used to sell coffee through vending machines and used to buy all their beans (Robusta
beans) from manufacturers. Café Najjar became a factory only after selling 2000 kilos of
coffee for consumption .The actual owner of the company is Mr. George Najjar, the son
of Mr. Michel; it’s a one-man-show company where all major decisions are taken by him.
It is in his time that the company grew widely.

The company’s main product is coffee; Café Najjar processes its coffee in its owned
factory located in Roumieh. Coffee is consumed and available in the whole world, but it
differs in textures and in its array of flavors, tastes and aromas. At Café Najjar, coffee is
treated with respect, and they consider their coffee making an art that they have mastered
with all means of professionalism, from receiving the valued coffee beans to submitting
them to the special treatment with all the state-of-the-art machines available in their
factory. Their factory is the biggest in the Middle East, from which they provide their
customers with the best coffee and greatest special taste. Their main goal at Café Najjar is
to develop the genuine aroma of coffee and to offer it to their customers.
Café Najjar manufactures many products available in all the Arab countries, satisfying all
the coffee drinkers’ tastes and needs.
The product mix length of café Najjar includes many brands such as: Café Najjar, Star
Café, Carioca, Byblos, American Cup, Beirut Blend, and Espresso. As for the product
mix depth of the brand Café Najjar, many versions are offered under this brand name.
After we visited several stores in Lebanon to check out Café Najjar’s brands we found
these versions available: Café Najjar Classic blue, Café Najjar Classic with cardamom,
Le Brésilien with and without cardamom and Le Gourmet (Check Appendix F for photos
of all products).

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Café Najjar, being the only suppliers of Turkish coffee machines, deals with restaurants,
universities, schools and offices by supplying them with machines and their beans. I.e.
Café Najjar supplies Dunkin Donuts with the machines and coffee beans, but Dunkin
Donuts has the right to sell the products under its name.
Some of the machine brand names we got from the interview were: Barista, Multirama,
and Caférama. (Check Appendix F)
Barista is one of the most famous coffee machines in Lebanon, most of the offices and
cafes are equipped with these machines that are all supplied by Café Najjar. This way
Café Najjar is proving that it’s following its customers everywhere.

Café Najjar expanded its business in coffee making and vending machines and decided to
open its own coffee shop, La Maison du Café. Located in different areas across Lebanon,
it only served hot and cold beverages at first. Due to its success, it started a franchise with
the aid of an American Consultancy Firm; it added complimentary products to the menu
that would go excellently with the coffee. Today, it serves special sandwiches, pastries
and desserts with exceptional tastes to please customers. In addition to Lebanon, it
became available in Saudi Arabia, Bahrain, and Qatar. La Maison du Café grew
successfully because it is known to:
-Offer the best coffee (the aromas are its own secret recipe)
-Be consumer-driven
-Offer superior product
-Present a clean, energetic and friendly image
-Stand behind every word they say

The purpose of La Maison du Café is to offer customers a service that is not available
elsewhere. La Maison du Café is the only place in Lebanon that sells you freshly brewed
coffee in vacuumed bags. Some people buy big quantities when traveling. The service of
selling freshly brewed coffee is exclusive to “la Maison du café” owned by the immediate

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company and not its franchises. Café Najjar owns the branches of: Downtown, Zalka and
Achrafieh .Other “la Maison du café” such as the ones located in BHV, Géant, and ABC
Achrafieh are all franchises.

b. Company’s Main products

La Maison du Café Najjar offers its customers the best coffee available in Lebanon. It
does so by importing its beans from the best countries in the world. Beans from all
around the world are offered:
• Café Jamaique Blue Mountain: (these are the most expensive beans, sold for
217000L.L per Kg because the beans grow for only 1 month per year on a tree
situated on an altitude of 2000m with a humid climate which makes it rare and
difficult to bring.)
• Café Australien
• Café Colombien
• Café Costa Rica
• Café Cote D’Ivoire
• Café Ethiopien
• Café Indien
• Café Indonisien
• Café Nouvelle Ghine
• Café Rubio Venezuela
• Café Brésilien Santos
• Café Mocha (Ethiopia)
• Café Harrar

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 c. Product life Cycle

“A Product’s Life Cycle is the course that a product’s sales and profits take over its
lifetime” (Kottler 2004). It involves five stages: product development, introduction,
growth, maturity and decline. Café Najjar has been growing at a steady rate for the past
50 years, the owners don’t believe they have reached maturity yet and they believe they
still have many opportunities to benefit from to grow more and more .Today they own a
market share of 47%. They are clearly in the growth stage of the product’s life cycle.
In Lebanon the growth is slow, whereas it is faster in the Arab and worldwide countries.
The company is adding new product features and models to target different markets and
reach different customers by offering different tastes (with and without cardamoms,
American cup to target the youth), and different types of beans coming from abroad. In
addition, it is increasing the number of distribution outlets with more than 15000 points
of sales across Lebanon and using sponsoring for events (Basketball games) and
sampling in the events and in supermarkets. It also reserves big budgets for retailers to
have a considerable place on their shelves. In advertising, billboards are used to remind
consumers of Café Najjar by affecting them on a personal level, with ads containing
themes relevant to the main decision makers of the family, e.g.: the ad of the mother
carrying her baby which affects mothers who usually are the shoppers in the family and
lure them to buy Café Najjar’s products (check appendix C).

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2. Identification of Target Market(s)

a. Primary Market Demographic and Psychographics

Most of the caffeine consumed worldwide is coffee. It reached in some countries a level
of 85%. Coffee is one of the most consumed beverages in the world alongside with tea
and water. However it is an adult drink which should be taken into consideration when it
comes to statistics opposed to water and tea which is consumed by all age segments.
The primary target market and customers of Café Najjar’s products is “everyone” who
drinks coffee. However the Lebanese Coffee market is very rich. Our local coffee
industry share a wealthy line of diverse products and in addition to it, the foreign market
competes and seizes a good share of the market. After analyzing the marketplace in terms
of demographic structure which is by definition “the size, structure, and distribution of
the population” (Blackwell, 2007), and observing shoppers in supermarkets, we noticed
that most of the people who buy the goods are housewives. In general, they are the ones
responsible to go to the supermarkets and buy weekly groceries for the whole family. To
be more accurate, our target market is late 20 year old married women and above. They
are the decision takers and the choice of purchasing this product is in their hands.
However this choice is influenced by family members. In some case, every family
member has a different taste, point of view and preference. Cafe Najjar offers a product
line that satisfies different age groups, different social classes: Different types of coffee
with cardamom or without it, Le gourmet, American Cup (American coffee)…

Each product suits a member of the society. The only choice remaining for the shopper
will be the brand of coffee. Shadowing shoppers was very helpful and interesting.
Observations showed that on average 2 out of 5 women choose Cafe Najjar.

Cafe Najjar’s customers are considered to be among the highest social class of the
Lebanese community. According to the survey, Café Najjar’s shoppers are educated

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people who consume coffee and a variety of coffee based products. In the morning they
would for example drink American coffee then during the office hours Turkish coffee and
in the late afternoon a cappuccino with friends. They would consume a minimum of 2 to
3 cups per day (survey: Check appendix A). They are people who can afford to buy good
and expensive coffee. These people earn a monthly income of 5000$ and more. This
social class isn’t a majority in Lebanon. So, Café Najjar knows exactly the size of their
target market and knows exactly where to reach its customers.
Café Najjar participates in a lot of Lebanese social events where the elite people of the
community attend. This is where the company will be able to reach new customers.

b. Recommendation and Potential Target Markets

Café Najjar’s most sold products are the Arabic, Turkish coffee (Ahwe terkiye). So they
should work on developing the Arabic cup which is the equivalent of Nescafe. A potential
target market is young adults ranging from 19 to 25, specifically university students.
Coffee has become a student’s best friend. After observation we have noticed that
university students consume around 2 coffee cups per day at university. This count is not
taking into consideration the coffee consumption at home or outside university. In terms
of demographic, they represent an idle target market in size and structure.
Students drink coffee to stay awake, have energy and to socialize. They influence each
other a lot which is very important for our product. If Café Najjar comes into fashion,
students will all drink the same brand. The company should target those grocery stores,
“dekken”, next to the Lebanese universities and all the coffee shops that are visited by
scholars to maximize their profit and increase their scope.
Coffee is part of these students’ lifestyle. Not only at university, they often go out just –to
have a coffee- and of course to socialize. If café Najjar reaches this market it would be a
great success.
A potential target market would also be people who do not have time. Our century is
becoming very hectic. Non- time consuming products are dominating the market and
customers are very interested in these types of products. Café Najjar should target the
business world. Specifically bankers and the work force who work long days in offices.

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However we will develop this issue in the recommendation section.

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Consumer decision making processes
a. Type and Information Used by The consumer

Simply because customers have recognized the need to buy coffee doesn’t necessarily
mean that they will progress through the decision process model. Every customer has at
least once experienced the process of search of information when buying their coffee
product.
Search of information may be internal with it involving, retrieving and scanning decision-
relevant knowledge accumulated in memory; or external with it gathering information
from the market place. Interestingly, consumers always rely on personal past experiences
and on existing knowledge when making decisions of buying coffee.
Our target market, for instance, have a quite considerable experience in coffee
consumption. The degree of satisfaction has determined our consumer’s reliance on
internal search. A certain degree of external search will always be needed only to evaluate
the adequacy of one’s available knowledge.
External search occurs when customers collect their information from their surrounding
marketplace. An example we heard many times during our group interviews is that during
morning ladies gathering, “Brunch”, a frequent topic discussed is the type of coffee they
are drinking.(Check appendix D) So when a customer tries a certain brand and feels
satisfied he’s now more motivated to go and buy it.
The purchase of Café Najjar products is considered a habitual, repeated planned
purchase. Low involvement and limited problem solving are involved in these purchases.
Brand and company loyalty play a major role in the purchases of Café Najjar products. In
fact, consumers have previously built satisfactory expectations about the product in use.
Café Najjar offers a brand experience that connects with consumers on an intimate level.
In result to the satisfaction delivered; they reward the company with continued use of
their products in a highly resistant way. .

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 b. Evaluation of Other Brands
A favorable evaluation of a product by a consumer leads to its purchase. How do
customers evaluate products? Relying on personal evaluation of alternatives, disliked
alternatives are immediately rejected and liked alternatives will be considered and
judged. Alternatives considered during a decision making process make up the
consideration set : the consideration set only contain a subset of the number of the total
number of options .The average size of consumer’s consideration set of coffee is 4
(Hauser , 1990 ) . From surveys, the consideration set of most of our target market
include: Café Najjar, Café super Brazil, Café Abi Nasr and Café Rio. Café Najjar’s goal
is to be always considered in customers’ evoked set. For habitual buyers , evaluation of
alternatives is not much needed , because they rely on pre-existing evaluation that are
based on prior consumption experience and purchase of the product .Cafe Najjar work
hard to keep customers loyal fans of their products. As for first time buyers, the
evaluation usually is under a piecemeal process. In piecemeal processes two different
evaluation strategies may be used: compensatory and noncompensatory.
Criteria used during evaluation of coffee are: Quality, Price, Availability, Good Taste,
Beautiful Aroma- perfume, Brand name and Packaging. Yes, packaging is sometimes
important to coffee shoppers because coffee is sold in supermarkets either freshly brewed
or in plastic vacuumed bags. Some plastic bags may not preserve the quality of coffee or
may diffuse some air which will ruin the coffee, and some packages may serve as signals
of the product’s quality.
Each considered criteria is evaluated by its strength and its weakness. Consumers rely on
stored knowledge for evaluation and for some that are lacking such stored knowledge
may rely on some external search for information to form beliefs and attitudes towards an
alternative’s performance.

Attitudes towards a product’s attributes play a major role in evaluation of alternatives.

How are attitudes formed?

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 According to Fishbein’s multi attribute attitude model, the evaluation of each of
these following attributes turned out in our following example:
• when asked about if buying a high quality coffee is important or not:
Very important +3 +2 +1 0 -1 -2 -3 Not important
• Buying a famous brand name :
Very important +3 +2 +1 0 -1 -2 -3 Not important
• Buying a coffee product that have a good taste
Very important +3 +2 +1 0 -1 -2 -3 Not important
• Buying a coffee product that has a beautiful package
Very important +3 +2 +1 0 -1 -2 -3 Not important
etc…

Based on survey and group interview results the evaluation on each of the following
salient attributes turned out to be:
Good Quality = + 3 ; Low Price= -2; Availability = +1; Good Taste= +3; Beautiful
Aroma, Perfume = +2; Brand Name = + 1; Packaging= 0

Attribute Evaluation
Good quality +3
Low price -2 After evaluating each
Availability +1 attribute, beliefs about each
Good taste +3 brand possessing the
Beautiful aroma, perfume +2 attributes are measured.
Brand name +1 Similar questions were
Packaging -1 asked to people in order to
find out beliefs towards
each attribute of a brand:

• How likely is it that brand X’s coffee is good in quality?

• How likely is it that brand X’s coffee is found at low price?

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 • How likely it that brand Y’s coffee is is available in the store near you?
• How likely is it that brand Z’s coffee having a beautiful aroma, perfume?

Attribute Evaluation Café Café Café Super

Najjar Tafech Brasil
Good quality 3 3 1 3
Low price -2 -2 2 -1
Availability 1 2 2 3
Good taste 3 3 -1 1
Beautiful aroma,
2 3 0 3
perfume
Brand name 1 3 1 2
Packaging -1 3 -1 3

30 0 22

People surveyed, questioned and interviewed have shown the following results which
prove the success of Café Najjar on gaining positive attitudes between its customers.
To summarize, most of Café Najjar’s customers rely on internal search, which is highly
affected by attitudes and beliefs towards a certain brand. Those positive results of
attitudes prove the success of Café Najjar in succeeding to be the consumer’s choice.

It all starts with the need recognition, the need to go shop for coffee. As the surveys show,
most of the purchase of café Najjar’s products occurs in supermarkets.
One of the research methods we used was observations because people actions are more
reliable from what they say. Their behavior includes conscious and unconscious impulses.
Once the customer arrives to the coffee section in the supermarket, he is exposed to
numerous competing coffee products (Check appendix). Since the purchase is planned,
the consumer’s conscious behavior leads him/her directly to cafe Najjar’s product. Their
products are efficiently placed on shelves in a way to attract the consumer’s attention on
the eye level. Café Najjar reserves an important budget to their retailers to ensure the best

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appearance. As we stated earlier, the consumer unconsciously may be distracted by the
clutter, the noise of the competitive brands through promotions (price, gifts, and
sweepstakes) and advertisements (Check Appendix). Moreover, café Najjar works hard
on improving its POP displays in all its retailing POS. Though, the consumer might check
out the lowered prices, promotions offered by their neighbors on shelves; the final
decision will always turn out to be café Najjar, because previous satisfaction lowers
consumer’s price sensitivity.
Survey’s results also show that availability of coffee products in shopping locations
(supermarkets, mini-markets …) affects the consumer’s decision. Interviewers have
admitted that they are willing to drop their loyalty when it comes to unavailability of their
chosen product; in other words they claimed that they are not willing to go visit another
store just to buy Café Najjar.

Café Najjar also offers its customers specialty coffee shops “La Maison Du Café”, where
customers can go and buy freshly brewed coffee and enjoy a cup of coffee with friends.
Most of La maison du café customers are loyal to Café Najjar .The issues of availability
and freshness is optimized.

Disposal of café Najjar product is the last stage in the consumer’s consumption process.
Customers usually throw out the plastic bags after usage. Some households immediately
open the purchased plastic bag and move the content into a special house coffee jar,
others may keep the coffee inside the bag.

4. Recommendations

Café Najjar’s performance over the last 50 years speaks for itself. They have been
growing at a steady rate and always trying to attract more and more customers .Their goal
is to reach YOU where ever YOU are: supermarkets , streets , offices , universities ,

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schools , playgrounds etc… from basketball courts to your office café Najjar always tries
to be near you.
Our recommendations concerning café Najjar’s target market are to increase customer
awareness of different available coffee products, such as products targeted for young
coffee drinkers. Turning these young coffee drinkers today into fans will increase long
run market share and sales. Café Najjar might also position itself more as the gourmet’s
coffee, the high class product, and work also more on creating another café Najjar
product, lower in quality that targets middle social class people.
Other than customer awareness and positioning, Café Najjar should start considering
competing more in Lebanon in the instant American coffee. Their product “American
Cup” needs much more marketing and advertising campaigns to increase customer
awareness. That way they would accomplish the goal of gaining the new young target
market. American Cup may introduce an instant sachets coffee products similar as to
“Nescafe’s “ 3 in one product .This new product would target busy ,time pressed people
who don’t have the time to prepare their own cup of coffee.
We also recommend to introduce the mocha coffee blend to the national Lebanese market
because first of all coffee drinkers are always ready to try new coffee blends, something
not previously experienced. Secondly, La Maison Du Café’s mocha sales have showed
that customers are becoming more and more accepting of this blend that is high in quality
and distinct in taste. This unique product might increase their market share with capturing
a new target market consisting of people who don’t like bitter traditional coffee, who
prefer a flavored mix coffee base product.
These products decisions modifications or addition will help Café Najjar even more in
staying at the top of the Lebanese industry.

Café Najjar’s image as the best and finest coffee brand in the region should be maintained
for the upcoming years. There are no new recommendations to the pricing decisions of
Café Najjar products. The current strategy will stay “on target” on the foreseeable future.
Café Najjar’s prices today are considered a bit higher than competitors, but fair enough
for the high quality offered .If any modifications to the pricing strategy occurs , damage
to the company’s image may take place.

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Café Najjar’s products can be found in almost all Lebanese regions, in every small and
big store. Distribution may be improved in increasing the use of technological devices
(palm devices, bar code readers …) in the distribution vans and also increase
communication levels with their distributors, retailers. Orders should be taken online
through café Najjar’s website (www.cafenajjar.com) , thus enhancing their e-commerce
activities.
Café Najjar’s products are available in almost the four corners of the world .Growth and
expansion strategies should be boosted in all countries where the Lebanese Diaspora is
enlarging. Café Najjar’s current target markets are Arab and Middle Eastern countries,
however today Europe should be considered more and more of a potential market in their
evolving strategies.

Café Najjar is a brand known in the consumer’s mind as a good quality-price coffee.
However, café Najjar have to use consumer promotion because there are several brands
available to wholesalers and retailers (the trade) to choose among and for consumers
ultimately to select or reject for personal or family consumption. In fact, this requires
getting consumers to try café Najjar coffee, in case they still haven’t, and make them
purchase it regularly.
Concerning the loyal customers, café Najjar should incur better CRM by in-store
sampling at “La Maison du Café” and other coffee shop owned or franchised by Café
Najjar. This kind of sampling should be used to show the distinct relative advantages of
the fresh bean of café Najjar. In addition, premiums should be offered in some period
when introducing a new coffee product. A free-with-purchase premium like a branded set
of coffee cups or a branded coffeepot should be offered to the consumer. As well, in- and
on-pack premiums are good mediums to affect the consumer behavior to buy the café
Najjar coffee. Indeed, after conducting our marketing research, we found out that the
Lebanese consumer care about the package and other kind of premiums.
Continuity promotion programs can affect in a big portion the loyal customer because
café Najjar has many Arab customers who come especially to Lebanon to have their fresh
brewed coffee.

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Finally, we do not recommend to café Najjar to use any price-offs promotions because it
will lower the image of the brand and can change the loyal customer opinion towards the
brand.

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Conclusion

Finally, Café Najjar proved itself as the chief company in the Lebanese coffee industry.
Café Najjar is providing its customers with exquisite and premium quality coffee to
satisfy all its loyal customers from different segments, tastes and needs. Café Najjar is
present in the Arab world and worldwide. It is a very dynamic company differentiated
from other competitors by its unique products and services. It is constantly innovating
and introducing new ideas to the Lebanese market. The company is adding new product
features and models to target different markets and reach different customers by offering

different tastes. Café Najjar gets closer to its customers and to the Lebanese society by
the means of sponsoring and sampling events in addition to successful and seducing
advertising campaigns. Furthermore, Cafe Najjar offers a product line that satisfies
different age groups, different social classes: Café Najjar participates in a lot of Lebanese
social events where the elite people of the community attend. This is where the company
will be able to reach new customers.

Café Najjar believes that it hasn’t matured yet and is constantly foreseeing many
opportunities to expand its target market. For example, a potential target market would be
people who do not have time to go shop for coffee or the younger generation ranging
from the age of 19 to 25 and the company offered them a new product called “American
Cup” that matched their taste. We noticed that the consumers based their buying process
on personal past experiences and on existing knowledge.
The purchase of Café Najjar products is considered a habitual, repeated planned
purchase. Low involvement and limited problem solving are involved in these purchases.
Brand and company loyalty play a major role in the purchases of Café Najjar products.
Criteria used during evaluation of coffee are: Quality, Price, Availability, Good Taste,
Beautiful Aroma- perfume, Brand name and Packaging.
Café Najjar’s positive image in the consumers’ minds will be maintained for the
upcoming years and will allow the company to evolve as Café Najjar offers both
premium coffees to its loyal customers and a unique and memorable experience.

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 WORKS CITED:

Molaro, R. (2005). Emotional Impact. License!, 8(6), 26-28. Retrieved Tuesday, May 15,
2007 from the Business Source Premier database.

Fader, P., & McAlister, L. (1990). An elimination by aspects model of consumer response
to... Journal of Marketing Research (JMR), 27(3), 322. Retrieved Monday, May
14, 2007 from the Business Source Premier database.

Hauser, J.R., Wernerfelt, B. (1990), "An evaluation cost model of consideration sets",
Journal of Consumer Research, Vol. 16 No.4, pp.393-408.

Blackwell, R (2006). Consumer behavior. Thompson Higher Education.

Kottler, P (2004). Principles of marketing. Pearson Education.

Interview with Mr. Elie El Achkar ( appendix 0 )

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 Appendix 0 :

Elie Al Achkar , Coffee Machine Supplies Dept.

Mob. (03)262620

Founded 1957
1 man show, 180 employees m, 100 cars m
G Najjar manager of dept , captained ( asst manager) (+ mas2oul distribution in an area )
Turkish coffee machine (copyrighted)

Machine
star café, carioca …
( is )
Café Najjar:
Dubai , Riyadh , All GCC

Moka for travel: blended + vacuum

In supermarkets: Brazil with or without Hal
Turkish as serving
Harrar – rubio Venezuela –
1992 : maison du café
1990 : brand created
Fresh in zalka
Georges Najja,r Manufacture in fanar . Products related to coffee

Achrafieh is for the owner.

Expectations: machines of coffee ,Franchise to serve same coffee but not coffee packs

Targets: businessman, women, teenajers

217500-11500 L.L/kg
Star Café: Stores increased in top of mind, then decreased
Café Najjar is growing in Europe, Canada, States… Franchise difficult
Café Brazilian: Santos
Moka Brand: Ethipioan
Maher Sayah 03-535692, waiter la maison Du café najar (interview in café Najjar zalka).

classic m, le bresilien , gourmet , Beirut blend , carioca , byblos , star café ,

American cup ( youth … more POS .. for American coffee ,… - café Najjar basket )

Multirama , café rama ( machines … schools bureaux .. BARISTA.. nestle competitors ,

lower prices … adv . Turkish coffee
spineys , dunkin donuts …

Biggest factory. And in the middle east

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In Europe, US take product and expand.
POS in supermarket: stand gourmet  coffee shop + taste + take away (in BHV)
Speciality shop in zalka  the most imp.
5 blend.
Robusta and Arabica ( in hot places and high altitude)  acidity but small
Jamaica: At 2000m and special trees + seasonal , Brezil: all season long … lot of supply

stage life cycle , Lebanon small growth

World : high growth

improve.. ban : beans roasted , to minimarket … + makana …

hala2 vacuum on shelves …

FOCH + Achrafieh + jal el dib : for company

N.B :folllowwww customersssssssssssssss

dept : OOH , out of home , bureaux , univ. , uncle deek …

disctribution : palm visits , scan …

improve technology … scanner palm
improve sales and after sales ( visit by captain …

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 Appendix A :

CONSUMER ATTITUDES TOWARDS COFFEE CONSUMPTION

L’ATTITUDE DES CONSOMMATEURS VIS-A-VIS DE LA CONSOMMATION DU CAFÉ

The following survey was prepared as part of a study conducted at the American
University of Beirut. The results of the survey are strictly for research basis and will
remain confidential. The purpose of this survey is to discover Lebanese consumers.
Please fill out the survey to the best of your knowledge.

Le questionnaire suivant est dans le but de mener une étude à L’Université Américaine
de Beirut (AUB). Les réponses feront strictement l’objet de cette étude et seront
confidentielle. Le but de cette étude est de découvrir le consommateur libanais.
Veuillez compléter ce questionnaire à l’aide de vos connaissances.

Q.1.Gender / Genre

Male / Masculin 2 Female / Féminin

1

Q.2.What is your age ? / Quel âge avez-vous? : …………

Q.3.Which level of education did you reach? / Quel niveau d’éducation avez-vous atteint ?

Elementary or less 2 Intermediate / 3 Secondary/ 4 University /

1 / Primaire ou Brevet Diploma – Universitaire
moins Secondaire/
Baccalauréat

Q.5.What is your type of work? / Quel type d’emploie avez vous?

Student / Etudiant 3 employed
1
House wife / Femme au Foyer 4 Unemployed / Sans travail
2

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Q.6.To which category does your monthly personal income belongs? (In $) / Dans
quelle catégorie de salaire mensuel appartenez-vous? (En $)
Less than 500 / Inférieur From 3000 to 5000 / Entre 3000 et5000
1 à 500 4
From 500 to 1000 / Entre 5 From 5000 to 10000 / Entre 5000 to 10000
2 500 et 1000
From 1000 to 3000 / 6 10000 and above / 10000 et plus
3 Entre 1000 et 3000

Q.7. Do you drink Coffee? Consommer vous du café?

Yes / Oui 2 No / Non
1

Q.9. What is your average consumption of coffee per day ? Combien consommez-
vous de café en moyenne par jour?
1 cup / 1 tasse 3 cups / 3 tasse
1 3
2 cups / 2 tasse More than 3 cups / plus que 3
2 4 tasse

Q.10. What kind of Coffee do you prefer? / Quel genre de vin préférez-vous?
Lebanese with cardamom (hal ) / Lebanese without cardamom (hal) /
1 Libanais avec cardamon (hal) 3 Libanais avec cardamom (hal)
Espresso Other
2 4

Q.11. Where do you buy your coffee from? D’où acheter vous votre vin?
Supermarkets / Internet /Internet
1 Supermarchés 3
Special coffee shops / Café Others (Please Specify) /
2 4 Autres (Spécifier SVP)
…………………………..

24
Q. 13. How often do you use the following information sources for buying coffee? / Utilisez-
vous fréquemment les informations suivantes à l’achat de votre café?

never / Rarely/ Sometimes / Often / Very

Jamais Rarement Quelques Souvent Often /
fois Très
Souvent
Experiential Knowledge / Par 1 2 3 4 5
expérience
Friend’s Opinion/ Avis de vos amis 1 2 3 4 5
Label of Product / Etiquette du 1 2 3 4 5
produit
Media / Les Medias 1 2 3 4 5
Internet / Internet 1 2 3 4 5
Sales Representatives / 1 2 3 4 5
Représentants de vente

Q.14. What is your monthly budget for buying coffee? ………….L.L / Quel est
votre budget mensuel pour l’achat de votre vin? …………L.L)

Q.15. What is the country of origin you are most likely to consume coffee from ?
De quel pays d’origine préférez-vous consommer votre café?
Brazil / Brézil 3 Colombia
1 4 Other / Autres
Ethiopia
2

Q.16. If you buy Lebanese Coffee, please rank the following brand(s) according to
your preference (1: most preferred ………3: least preferred) /
Si vous consommez du vin libanais, veuillez mettre par ordre de préférence les
marques suivantes (1: préférable ………3: moins préférables)

25
 Café Rio Star Café
Abi Nasr
Café super brazil Brazilia
Café Tafech
Café bon brazil

Café Najjar

Q.17. How important the following factors when you choose coffee? / Quel est
l’importance de ces facteurs lors de l’achat de votre café?
Not Important Very At
All / Important /
Pas important Très important

Quality / Qualité -3 -2 -1 0 1 2 3
Low Price / Bas Prix -3 -2 -1 0 1 2 3
Availability / Disponibilité -3 -2 -1 0 1 2 3
Taste / Goût -3 -2 -1 0 1 2 3
Aroma – Perfume / Arome -Parfum -3 -2 -1 0 1 2 3
Brand name / Marque -3 -2 -1 0 1 2 3
Packaging / Paquet -3 -2 -1 0 1 2 3

Q. Rate Cafe Najjar on the following attributes

Quality / Qualité -3 -2 -1 0 1 2 3
Low Price / Bas Prix -3 -2 -1 0 1 2 3
Availability / Disponibilité -3 -2 -1 0 1 2 3
Taste / Goût -3 -2 -1 0 1 2 3
Aroma – Perfume / -3 -2 -1 0 1 2 3
Arome -Parfum
Brand name / Marque -3 -2 -1 0 1 2 3
Packaging / Paquet -3 -2 -1 0 1 2 3
Q. Rate Cafe Tafech on the following attributes
Quality / Qualité -3 -2 -1 0 1 2 3
Low Price / Bas Prix -3 -2 -1 0 1 2 3
Availability / Disponibilité -3 -2 -1 0 1 2 3

26
 Taste / Goût -3 -2 -1 0 1 2 3
Aroma – Perfume / -3 -2 -1 0 1 2 3
Arome -Parfum
Brand name / Marque -3 -2 -1 0 1 2 3
Packaging / Paquet -3 -2 -1 0 1 2 3

Q. Rate Cafe Super Brazil on the following items

Quality / Qualité -3 -2 -1 0 1 2 3
Low Price / Bas Prix -3 -2 -1 0 1 2 3
Availability / Disponibilité -3 -2 -1 0 1 2 3
Taste / Goût -3 -2 -1 0 1 2 3
Aroma – Perfume / -3 -2 -1 0 1 2 3
Arome -Parfum
Brand name / Marque -3 -2 -1 0 1 2 3
Packaging / Paquet -3 -2 -1 0 1 2 3

Thank you!! Merci!!

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 APPENDIX B :

Importance Café Café Café Super

Attribute Ranking Najjar Tafech Brasil
Good taste 1 excellent poor excellent
Good quality 2 excellent good very good
Beautiful aroma,
3 very good good very good
perfume
Availability 4 excellent poor excellent
Brand name 5 excellent good very good
Low price 6 fair very good good
Packaging 7 excellent good very good

High

Café
Najjar
Super
Brazil
Price
Star
cafe Café
Daniel

Café rio
Café
tafech

Low

low high
quality

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 APPENDIX C :

Café Najjar’s Ad in Charcutier Aoun Rabieh : Café Najjar classic … toujours par amour

Café Najjar Basketball team logo

La maison du Café Turkish coffee : served

with a cup of water and Lebanese “raha” .

29
 APPENDIX D : INTERVIEWS

Group interview in Colombus café-ABC Achrafieh

Group interview with 3 housewives from different age groups

30
 APPENDIX E : Observations in supermarkets

Woman choosing Café Najjar’s product in Charcutier Aoun- Rabieh

Café Najjar’s product in the coffee section of Spinneys -Dbayeh

31
APPENDIX F :

32
Café Najjar Product mix length :

Café Najjar Star Cafe

33
Carioca Cafe

American Cup

34

Beirut Blend
 Café Najjar product mix depth :
Classic with Cardamom Classic Without Cardamom

Café Najjar Gourmet

Le Bresilien
With Cardamom without Cardamom

Café Najjar Machines :

Multirama in this picture ,
Charcutier Aoun Rabieh

35