The consumption of coffee has increased markedly in the last decades. It has become an important part of people’s lives, leading to the modernization of the coffee retail sector. This study aims to assess consumer purchase behaviour towards different types of speciality coffee at café in order to formulate effective marketing strategy for the coffee retail sector.
The present study is based on primary data, collected from 401 respondents using structured questionnaire. A set of statistical techniques such as descriptive statistics, average growth rate, chi-square test, analysis of variance (ANOVA) and factor analysis has been used to determine the importance of product and market attributes in shaping consumers’ buying behaviour towards different types of speciality coffee.
The study revealed that expresso and latte have strong consumer demand on a daily basis. Consumers usually prefer to buy coffee within a range of 3 km, emphasizing convenience as a key factor. Additionally, the study revealed that discounts and coupons have a significant impact on the buying decisions of male consumers, who are found to be regular coffee consumers as compared to female. The study also revealed that female consumers tend to spend more on higher-priced coffee types. Quality, freshness and price are significant product attributes, while the availability of private table, music at the café and staff behaviour are critical market attributes that shape coffee purchase behaviour. In addition, consumers who prefer cappuccino tend to spend more compared to those who choose other types of coffee, indicating a premium preference within this segment. The consumption of coffee has increased markedly in the last decades. It has become an important part of people’s lives which leads to modernizing the coffee retail sector. This study aims to assess consumer purchase behaviour towards coffee in order to formulate effective marketing strategy for the coffee retail sector.
The study will help coffee business promoters in designing targeted marketing campaigns and choosing strategic locations for the coffee café. Furthermore, it can help marketing managers to design tailored product offerings and pricing strategy for various consumer segments. A deeper insight into the importance of product and market attributes assist in driving customer satisfaction.
The value of this study lies in analysing different types of speciality coffee buying behaviour at café, particularly in emerging economies like India, where coffee retail market is still in its infancy stage.
