International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Successful Marketing Strategies of Madurai Café Entrepreneurs

Author(s) Ms. Sumaiya J., Ms. Kajal J Mehta
Country India
Abstract Cafes have become an indispensable part of urban culture. Café chains in India are currently expanding more quickly than quick-service restaurants (QSR) because younger consumers more frequently choose to hang out in cafes despite expensive menu prices, reported The Economic Times (2023). However, not all Cafe's are successful. According to a survey, around 62% of independent cafés shut down within the first five years of opening, while 17% close within the first 12 months (Bronwyn Linkhorn 2023). Proper investment in marketing strategies and creating a strong brand will reap a lot of benefits for the cafes, starting from the design of their product, variety, fixing prices, finding the right location, targeted promotional efforts, training employees, and much more (Adeleke. Abi 2019). A study was conducted among cafe entrepreneurs in Madurai. The study follows descriptive research design to understand the marketing strategies followed by the café entrepreneurs in Madurai, and an interview schedule was adopted to collect data from the study participants. The study reveals that 77% actively promote their cafes, only 40% dive into daily data analysis, 48% are keen on waste management to save costs, 80% still stick to paper menus. Recommendations were provided based on the findings, and researchers helped three entrepreneurs to introduce a digital menu in their café.
Keywords Marketing challenges, Entrepreneurs, Café
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-30
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.43756
Short DOI https://doi.org/g9r7nc
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