ACKNOWLEDGEMENTWewouldliketothankBrewberrycofeehouewithout whoehel!thireearchwouldnot ha"ebeen!oible# Moreo"er$ wewouldaloliketoe%!re our &ratitude toward the cuto'er whoe "aluable in!ut ha 'adethe!ro(ectaucce# Moti'!ortantly$ wewouldliketothankDr# Go!alDa$)ro*eoro* Marketin&Do'ain$ ++M,ohtak$ withoutwhoe&uidance$thi!ro(ectwouldnotha"ebeen!oible# Latly$ wewouldliketothanke"eryonewhohabeendirectlyor indirectlyhel!edutoco'!letethi!ro(ect ucce*ully#+NT,OD-CT+ONBrewberry Ca*. i now one o* the leadin& and *at &rowin& ca*. chainin +ndia# The /rt Brewberry ca*. o!ened in 0adodara$ Gu(arat# Theco'!any wa 'uch *ocued on attainin& the e%!ertie in ca*. o!eration awell a buine ene *ro' it /rt *ew "enture in Gu(arat# The co'!anywent ahead with national e%!anion dri"e# Brewberry Ca*. work on threedicreet 'odel 1 Kiok aka 2treet Ca*.$ Ca*. aka 2tandard Ca*.$ Bitro aka2!ort Bar#+n ,ohtak$ Brewberry ha"e their *ranchie 'odel 32treet Ca*.4# +t wao!ened on55thA!ril$ 6757# +t ha been etablihed a abrand inthee8year# Their e'!hai i not only on ca*. or nack but on cuto'errelationhi! a well# Their 'enu *ocue on 9uality be"era&e and *rehly!re!ared elaborate nack 'enu# Brewin& acro work!lace$ colle&e andnei&hborhood: co'e o"er to han&out$ !endti'e with *riend or talkbuine# 2o$ baically their 'oto i ;)eo!le 'eet$ heart talk and cofee con"enience# +n thi conte%t$ the *actor identi/ed would hel! retailerdeter'ine the caue o* the ta&nant ale# Hypothesis1:,etailerawarenei!oiti"elyrelatedtoconu'er!re*erencetoward retailer# Hypothesis :,etailer aociationi!oiti"elyrelated toconu'er !re*erencetoward retailer#Hypothesis!:,etailer !ro'otioni!oiti"elyrelatedtoconu'er !re*erencetoward retailer#Hypothesis ":2toreofered"aluei!oiti"elyrelatedtoconu'er!re*erencetoward retailer#,E2EA,C@ DE2+GN#$T%RE O& RESE$R'HC+n order to deter'ine the *actor which in