Abstract
We conduct a perceptual mapping and a multidimensional scaling cluster analysis of hot Irish drinks. Our project is based on the coffee house market in Ireland and we analyze the segmentation of this market through the use of perceptual maps. We have selected seven well-known coffee houses and from the analysis of our sample population, we hope to identify the following: What factors influence the similarity between coffee houses? For what attributes are the coffee houses regarded as being similar? What attributes are most liked / disliked in relation to each coffee house?
To group individuals based on their perceptions of each coffee house, our project begins with a history of the development of coffee and where it originated from. Next, we conduct an industry analysis of the hot drinks market in Ireland. We then discuss each coffee house selected for our research and give a background on each company and how it has developed. We outline how political, economic, social and technological (PEST) factors influence the industry by conducting a PEST analysis of the coffee industry. After our PEST analysis, we examine competition within the industry by applying Porter's five forces model.
