A recent survey conducted by the Commercial Control and Consumer Protection Sector of the Department of Economic Development, Dubai, shows that 11.4 per cent of customers considered prices in cafes very high. While 40.4 per cent regarded them expensive to a certain extent, 5.9 per cent believed they are to some extent cheap, while 0.3 per cent viewed the prices as very cheap.
Dubai’s coffee shops and cafes draw large crowds and customers are more often youth who regard such venues as meeting places. However, older people and families too frequent cafes, especially during holidays.
Customers throng coffee shops during the holy month of Ramadan and almost all the 150 cafes are found to be full during this time.
Varieties of coffee, fresh and soft drinks, and sweets, pastries and snacks of all kinds make these meeting places popular. Most of them are conveniently located within shopping malls and the ambience is often inviting with a blend of the modern and traditional.
The survey covered 700 customers of cafes including Second Cup, Gloria Jean’s, Dome, Caribou Café, Tim Hortons and Costa.
The questions shot at respondents revolved around four basic indicators — prices, product quality, transparency of bills, and consumer satisfaction.
The survey came to the conclusion that while 51.8 per cent of the customers considered cafes to be very expensive, 40 per cent suggested that the prices are balanced, while 6.2 per cent regarded them as cheap. “Prices are high, and despite the fact that they are sky rocketing, varieties of coffee and other products make it inviting for people.
“A group of customers constituting 17.3 per cent suggested that the quality of the products offered in the coffee shops are of high quality, while 46.4 per cent considered the products to be of good quality to a certain extent,” the findings said.
All in all, as per the survey, 63.7 per cent of the respondents believed that the coffees are of good quality. While 29.1 per cent of the respondents remained neutral, 7.2 per cent felt the products were of poor quality. As much as 93 per cent of the respondents felt the bills were transparent and thorough with no service charges noted.
“This is evidence that most of the coffee shops follow and implement article (8) of the consumer protection law No (24) of 2006, which stipulates that the consumer has the right to get the dated bill including everything related to the offered products and their qualities.
“International brand coffee shops operating in the emirate of Dubai have flourished and won the confidence of customers and consumers due to the improvement in prices and the rest of the accompanying services, which include comfortable seating areas and picturesque views,” the survey said, noting that all these factors will ensure the continuous growth of the market in the forthcoming period, leading to a rise in local spending which runs parallel to the growth in the number of tourists.
The general consumer satisfaction on cafes is indication for companies to continue their robust performance.