Marketing Research on Coffee Consumption

8/17/2019 Marketing Research on Coffee Consumption

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Attitudes, behaviors and opinions ofBrasov’s youthful population towardscoffee consumption

Iuga Florina Alexandra

Business Administration

Year II- 8811


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1. Introduction

Coffee consumption in Romania is about five times lower than the European average, accordingto a study conducted by a market research institute, GFK. According to the study, in Romania, aperson annually consumes about 1.83 kg of coffee, while Europeans drink no more than 5.3 kgof coffee. Another phenomenon which is reflected in the GFK research reveals that a 3%decrease in the consumption of coffee has been registered, from the same period last year. Themain cause identified by the representatives of the Romanian Association of Coffee is the highprice of this product, which is rather "prohibitive for the majority of Romanian consumers."

Taking these points considered above, I have based my marketing research paper on a moreproximate topic, namely, ‘’Attitudes, behaviors and opinions of Brasov’s youthful populationtowards coffee consumption ’’.

To my mind, nowadays, more and more people start to consume coffee at a young age due tovarious reasons, stress or lassitude being one of the many. Although the majority of the youngpeople who consume coffee on a daily basis acknowledge both the beneficial and the sideeffects, it seems like the consumption itself has become more of a habitual necessity.Furthermore, the growing excise duties in Romania seem not to come to a halt anytime soon,which only represents a hindrance for both coffee consumers and producers. This issue alsoaugments the well-known debate of low paid young employees in companies.

The aim of this marketing research is to acquire relevant information from the studiedpopulation. The organization which could benefit from this marketing research can be the

Romanian Association of Coffee or it can be further on issued to a local newspaper that couldwrite an article based on this marketing research on coffee consumption in Brasov city.


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2. Research objectives

Basic Aspect Research Questions Research ObjectivesThe behaviors of theconsumers regarding coffeeconsumption.

Do you drink coffee?

What are the main reasonsthat determine yourconsumption of coffee?

What type of coffee do youprefer?

What do you look for in acoffee?

Please give your opinion onthe following statementsregarding coffeeconsumption.

When do you usually drinkcoffee?Where do you drink coffee?

Knowing the percentage ofcoffee consumers amongBrasov’s youthful population.

Determining the reasons forthe consumption of coffee.

Identifying the type of coffeewhich prevails in preferences.

Determining the criteria onwhich consumers select theircoffee types.

What coffee consumptionrepresents in consumer’sbeliefs.

Establishing the time anddrinking place which isfavored by coffee consumers.

Buying tendencies amongcoffee consumers.

Where do you usually buycoffee from?How often do you buy coffee?

How much money you havespent last month on coffee?

Determining the buying placeand its frequency.

Measuring the influence ofprice when buying coffee.


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Opinions regarding preferredbrands of coffee.

Among the following brandslisted below which have youbought in the last threemonths?

How important is for you theratio quality-price when youchoose a brand of coffee?

Identifying the consumers ’ prefered brands of coffee.

Establishing the influence ofquality-price when buying acertain brand of coffee.

The characteristics of thestudied population.

Your gender is?In what age category do youfind yourself?

Please specify your monthly

income.

Determining the gender andage of the respondents.

Determining the income of

the respondents.


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3. Research Hypothesis

3.1. General Hypothesis

1. A large part of Braso v’s youthful population consume coffee.2. Generally packed coffee is the type of coffee which is the most often bought.3. Brasov’s young consumers spend monthly a low sum of money for coffee. 4. Usually price and quality influences consumers ’ preferences regarding coffee brands.5. The majority of persons who consume coffee are women.

3.2. Statistical Hypothesis

1. H0: At most 70 % of Brasov’s youthful population consume coffee;H1: More than 70 % of Brasov’s youthful population consume coffee.

2. H0: Mean of the population that bought Jacobs coffee brand the most in the last threemonths = mean of the sample that consume Jacobs the most;H1: Mean of the population that bought Jacobs coffee brand the most in the last three

months ≠ mean of the sample that consume Jacobs the most.

3. Measuring the correlation between the gender and the reason of consuming coffee forits energizing effect.H0: Means are equal and there is not a significant difference between them;H1: Means are not the same and there is a significant difference between them.

4. H0: there is a relationship between the variables age, routine as a reason of coffeeconsumption and respondents’ last month expenditure on coffee; H1: there is no relationship between the variables age, routine as a reason of coffeeconsumption and respondents’ last month expenditure on coffee.


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I conducted the research on 60 persons from Brasov County. The error is calculated as follows:

» Thus considering deviation Δ ω = ± 6% and z = 1.96 corresponding to a confidenceinterval of 95% , the sample size is, according to tabulated data, of 60 persons 1, 96 2x 0, 47x 0, 13/ 0, 06 2= 60.

The sampling method used was the simple random sampling to select a sample for myresearch.

4.4. The questionnaire

4.4.1. Types of questions used

The questionnaire’s research title is: Attitudes, behaviors and opinions of Brasov’s youthf ulpopulation towards coffee consumption.It contains a total of 15 questions structured as follows: the first questions are simple in orderto warm up the respondent continuing with the difficult questions which are placed in themiddle part of the questionnaire, mixed with simple ones.I have also put several questions that if answered negatively, the respondent has the option on

skipping the parts that he isn’t interested in. The last questions are about the characteristics ofrespondents (gender, age, income). All questions are important and relevant to the finalanalysis of the research.The questionnaire has been created on an online survey platform, namely, kwicksurveys, whererespondents could easily answer and send their survey responses via a click.

4.4.2. Types of scales used

In my research survey I have used two types of scales in my questionnaire: nominal and ordinal.The nominal scales include a single alternative of response, multiple response, binary response.The ordinal scales are semantic and numerous. In order to be easier for the respondents to

answer the questions properly and also to be faster, I have decided only to use these two typesof scales.Furthermore, since I have created my questionnaire on kwiksurveys platform, some types ofquestions and features couldn’t be used because they were paid features and I couldn’t accessthem.


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4.4.3. The tree of questions

YES NO

2. What are the main reasonsthat determine your consumptionof coffee?

3. What type of coffee do youprefer?

4. How important is for you theratio quality-price when you

choose a brand of coffee?

5. Among the following coffeebrands listed below which haveyou bought in the last threemonths?

6. What do you look for in acoffee?

7. Please give your opinion on thefollowing statements regardingcoffee consumption.

8 . When do you usually drinkcoffee?

9 . Where do you drink coffee?

10 . Where do you usually buycoffee from?

11 . How often do you buycoffee?

1. Do you drink coffee?


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12 . How much money you’vespent last month on coffee?

13. Please specify your monthlyincome.

14. In what age category doyou find yourself?

15 . Your gender is?


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4.4.4. The questionnaire


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5. Research Results

The results of the questionnaire have been introduced and analyzed through SPSS 16.0 programand all tables, graphs and charts are outputs of it.

5.1. Data analysis of questions

1. Do you drink coffee?

coffee

Frequency Percent Valid Percent Cumulative Percent

Valid No 13 21,7 21,7 21,7

Yes 47 78,3 78,3 100,0

Total 60 100,0 100,0

Interpretation : From a total of 60 respondents 21, 7% don’t consume coffee, while anoverwhelming majority of 78, 3% stated that they consume.

78%

22%

Do you drink coffee?

YES

NO


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3. What type of coffee do you prefer? (Single choice)

Statistics

type coffee

N Valid 47

Missing 13

Mode 3

type coffee


Valid Bulk Coffee 4 6,7 8,5 8,5

Instant Coffee 12 20,0 25,5 34,0

Packed Coffee 18 30,0 38,3 72,3

Vacuum Coffee 13 21,7 27,7 100,0

Total 47 78,3 100,0

Missing 99 13 21,7

Total 60 100,0

Interpretation: 38% of the respondents have chosen packed coffee as their prefered type ofbeverage, followed by 28% preference for vacuum coffee, while 26% answered they’d ratherhave instant coffee. It is interesting that bulk coffee which is the cheapest of all, has onlygathered 8% of the responses.

8%

26%

38%

28%

What type of coffee do you prefer?

Bulk Coffee

Instant Coffee

Packed Coffee

Vacuum Coffee


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4. How important is for you the ratio quality-price when you choose a brand of coffee?

Statistics

q4 quality price

N Valid 47

Missing 13

Mean 3,96

Median 4,00

Mode 4

Skewness -1,207

Std. Error of Skewness ,347

Kurtosis 2,440

Std. Error of Kurtosis ,681

Interpretation : The Mean is extremely close to 4. In other words, the ratio quality-price isconsidered to be an important factor in choosing a coffee brand.

q4 quality-price ratio


Valid not at all important 1 1,7 2,1 2,1

not important 2 3,3 4,3 6,4

neither important nor unimportant 6 10,0 12,8 19,1

important 27 45,0 57,4 76,6

very important 11 18,3 23,4 100,0

Total 47 78,3 100,0

Missing 99 13 21,7

Total 60 100,0


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Interpretation: 57% of the respondents consider that when choosing a coffee brand the ratioquality-price is important, 23% answered that it’s a very important decisional factor, 13%consider it neither important nor unimportant, while 4% of the respondents claim not to beimportant. A small percentage of 2% was registered being chosen by only one respondent.

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27

6

21

0

5

10

15

20

25

30

very important important neither importantnor unimportant

not important not at all important

F r e q u e n c y

The importance of ratio quality-price when choosing a coffee brand


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5. Among the following coffee brands listed below which have you bought in the last threemonths? (Multiple choice)

Case Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

$q5 a 45 75,0% 15 25,0% 60 100,0%

a. Dichotomy group tabulated at value 1.

$q5 Frequencies Responses

Percent of CasesN Percent

among these which have

you bought in the

last 3 months a

q5.1 brand amigo 3 2,9% 6,7%

q5.2 don cafe 12 11,8% 26,7%

q5.3 d egberts 1 1,0% 2,2%

q5.4 elita 5 4,9% 11,1%

q5.5 illy 10 9,8% 22,2%

q5.6 i meinl 10 9,8% 22,2%

q5.7 jacobs 18 17,6% 40,0%

q5.8 lafesta 16 15,7% 35,6%

q5.9 lavazza 11 10,8% 24,4%

q5.10 nescaffe 11 10,8% 24,4%

q5.11tschibo 5 4,9% 11,1%

Total 102 100,0% 226,7%



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Interpretation:

» 40% of the respondents have bought Jacobs the most in the last months, whichrepresents 18% of the answers.

» 36% of the respondents have bought Lafesta, which is 16% of the answers.» 27% of the respodents have bought Doncafe , representing 12% of the responses.» The least coffee brand bought according to the table is Douwe Egberts. The reason

could be the price of the brand.» A total of 227% of the cases means that the respondents bought up to 2-3 brands of

coffee in the last 3 months.


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6. What do you look for in a coffee? (Multiple Choice)

Case Summary

Cases

Valid Missing Total


$q6 a 45 75,0% 15 25,0% 60 100,0%


$q6 Frequencies

Responses


what do you look for in a coffee a q6.1 flavor 26 34,7% 57,8%

q6.2 intensity 22 29,3% 48,9%

q6.3 taste 27 36,0% 60,0%

Total 75 100,0% 166,7%


Interpretation:

» 60% of the respondents have chosen the taste as their primary criterion-whichrepresents 36% of the answers, followed by flavor with a 58% -which means 34.7% ofthe answers - and intensity criterion with a percentage of 48%.

» The 166.7% of cases states the fact that young people enjoy diversity when it comes totasting buds which is illustrated in the table above.


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7. Please give your opinion on the following statements regarding coffee consumption.

Statistics

q7.1 product

addiction

q7.2 healthy

product q7.3 cigar q7.4 expensive

N Valid 60 60 60 60

Missing 0 0 0 0

Mean 2,18 2,12 2,83 3,13

Median 2,00 2,00 3,00 3,00

Mode 2 2 3 3

Skewness 1,051 ,447 ,271 -,275

Std. Error of Skewness ,309 ,309 ,309 ,309

Kurtosis 2,155 ,050 -,683 -,188

Std. Error of Kurtosis ,608 ,608 ,608 ,608

Interpretation : The means of all 4 criteria oscillate between 2-3, which states that mostlyrespondents agreed or were neutral when answering the question.

q7.1 prod addiction


Valid Strongly Agree 11 18,3 18,3 18,3

Agree 32 53,3 53,3 71,7

Neutral 14 23,3 23,3 95,0

Disagree 1 1,7 1,7 96,7

Strongly Disagree 2 3,3 3,3 100,0

Total 60 100,0 100,0


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Interpretation:» 53% of the respondents agreed with the statement that coffee is a product which can

create addiction in time, whereas 23% of individuals were neutral about the issue and18% strongly agreed.

» On the other hand, 1% of the respondents disagreed, thus considering coffee a productwhich does not affect health, while 3% strongly disagreed with the statement.

q7.2 healthy product if consumed in reasonable quantities



Agree 32 53,3 53,3 73,3

Neutral 13 21,7 21,7 95,0

Disagree 3 5,0 5,0 100,0

Total 60 100,0 100,0

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32

14

1 2

0

5

10

15

20

25

30

35

Strongly Agree Agree Neutral Disagree Strongly Disagree

F r e q u e n c e s

Product addiction in time


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q7.3 cigarettes



Agree 17 28,3 28,3 41,7

Neutral 19 31,7 31,7 73,3

Disagree 9 15,0 15,0 88,3


Total 60 100,0 100,0

Interpretation:» 32% of the respondents were neutral when answering the questions, while 28.3%

agreed to the statement that coffee is a product which is almost always used alongsidecigarettes.

» 15% of individuals disagreed, whereas a percentage of 13 have expressed their stronglyagreement and 11% the extreme opposite.

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97

02468

101214161820

Strongly Agree Agree Neutral Disagree StronglyDisagree

F r e q u e n c e s

Coffee is almost always used alongside of cigarettes


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q7.4 expensive



Agree 11 18,3 18,3 23,3

Neutral 24 40,0 40,0 63,3

Disagree 19 31,7 31,7 95,0


Total 60 100,0 100,0


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8. When do you usually drink coffee? (Multiple choice)

Case Summary

Cases

Valid Missing Total


$q8 a 44 73,3% 16 26,7% 60 100,0%


$q8 Frequencies

Responses

Percent of CasesN Percentwhen do you usually drink coffee a q8.1 morning 31 44,9% 70,5%

q8.2 afternoon 24 34,8% 54,5%

q8.3 evening 12 17,4% 27,3%

q8.4 midnight 2 2,9% 4,5%

Total 69 100,0% 156,8%


Interpretation: 71% of the respondents have answered that their usual coffee drink time is inthe morning, which represents 45% of the responses. 55% of the individuals prefer drinkingcoffee in the afternoon-35% of the answers.


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9. Where do you drink coffee?

Case Summary

Cases

Valid Missing Total


$q9 a 46 76,7% 14 23,3% 60 100,0%


$q9 Frequencies

Responses


where do you drink coffee? a q9.1 home 29 32,2% 63,0%

q9.2 office 19 21,1% 41,3%

q9.3 school/university 21 23,3% 45,7%

q9.4 coffee shops 13 14,4% 28,3%

q9.5 on the run 8 8,9% 17,4%

Total 90 100,0% 195,7%


Interpretation:» 63% of the individuals answered that their usual place where they drink coffee is at home, with

a 32% of the answers.» 46% of the respondents have choses school or university as their drinking place, which means

23% of the answers.» Office is following closely with a 41% of the respondents, which represents 21% of the total

answers given.


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10. Where do you usually buy coffee from?

Case Summary

Cases

Valid Missing Total


$q10 a 45 75,0% 15 25,0% 60 100,0%


$q10 Frequencies

Responses


where do you buy coffee from? a q10.1 supermarket 23 34,8% 51,1%

q10.2 hypermarket 31 47,0% 68,9%

q10.3 en-gross 2 3,0% 4,4%

q10.4 small neighbourhood mkt 10 15,2% 22,2%

Total 66 100,0% 146,7%


Interpretation:» 69% of respondents have chosen Hypermarkets as their main coffee purchasing place,

which is 47% of the answers; 51% of the individuals marked supermarkets as theirchoice, which represents 35% of the answers; En-gross on the other hand, hasregistered the smallest value of only 4% which stands for 3% of the total answers.

» The 146.7% of cases shows the fact that respondents purchase their coffee either fromhypermarkets or supermarkets mainly.


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11. How often do you buy coffee?

Statistics

often coffee

N Valid 47

Missing 13

Mode 4

How often do you buy coffee?


Valid Once a week 3 5,0 6,4 6,4

Few times a week 12 20,0 25,5 31,9

Once a month 10 16,7 21,3 53,2

Few times a month 15 25,0 31,9 85,1

Once in a few months 3 5,0 6,4 91,5

Once in a few years 4 6,7 8,5 100,0

Total 47 78,3 100,0

Missing 99 13 21,7

Total 60 100,0

Interpretation : 32% of the questioned population buy coffee few times a month, 26% buy fewtimes a week, 21% once in a month.

6%

26%

21%

32%

6%9%

How often do you buy coffee?

Once a week

Few times a week

Once a month

Few times a month

Once in a few months

Once in a few years


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12. How much money you’ve spent last month on coffee?

Statistics

money spent

N Valid 47

Missing 13

Mean 2,23

Median 2,00

Mode 2

Skewness ,812


Kurtosis -,255


money spent


Valid under 20 Ron 14 23,3 29,8 29,8

21-40 Ron 19 31,7 40,4 70,2

41-60 Ron 5 8,3 10,6 80,9

61-80 Ron 7 11,7 14,9 95,7

over 80 Ron 2 3,3 4,3 100,0

Total 47 78,3 100,0

Missing 99 13 21,7

Total 60 100,0

Interpretation:» 40% of the individuals have chosen the 21-40 Ron interval as their monthly

expenditure on coffee, which represents 31% of the answers.

» 30% of the respondents answered they’ve spent under 20 Ron, which means a23% of the answers.

» 15% of the respondents have spent between 61-80 Ron last month on coffee,which stands for 11.7% of the answers.


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14

19

5

7

2

0

2

4

6

8

10

12

14

16

18

20

under 20 ron 21-40 ron 41-60 ron 61-80 ron over 80 ron

F r e q u e n c e s

How much money you've spent last month on coffee?


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13. Please specify your monthly income .

Statistics

monthly income

N Valid 60

Missing 0

Mean 2,27

Median 2,00

Mode 2

Skewness ,952


Kurtosis -,086


monthly income


Valid under 500 Ron 19 31,7 31,7 31,7

501-1000 Ron 23 38,3 38,3 70,0

1001-1500 Ron 7 11,7 11,7 81,7

1501-2000 Ron 5 8,3 8,3 90,0

above 2000 Ron 6 10,0 10,0 100,0

Total 60 100,0 100,0


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Interpretation : 38% of the respondents have a monthly income of 501-1000 Ron, 32% have

chosen under 500 Ron, 12% marked a wage between 1001-1500 Ron, 8% have an income of

1501-2000 Ron and 10 % of the respondents have chosen above 2000 Ron.

19

23

7

56

0

5

10

15

20

25

under 500 Ron 501-1000 Ron 1001-1500 Ron1501-2000 Ron above 2000Ron

F r e q u e n c e s

Monthly income


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14. In what age category do you find yourself?

Statistics

age

N Valid 60

Missing 0

Mean 2,33

Median 2,00

Mode 2

Skewness ,470


Kurtosis ,319


age


Valid under 18 years old 4 6,7 6,7 6,7

18-25 years old 35 58,3 58,3 65,0

26-35 years old 18 30,0 30,0 95,0

over 35 years old 3 5,0 5,0 100,0

Total 60 100,0 100,0

Interpretation : 58.3% of the respondents are aged between 18-25 years old, 30% of theindividuals are aged between 26-35 years old, a 7% of the respondents are under 18 years oldand 5% persons are aged over 35 years old.


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35

0

5

10

15

20

25

30

35

40

under 18 years old 18-25 years old 26-35 years old over 35 years old

F r e q u e n c e s

In what age category do you find yourself?


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15. Your gender is?

gender


Valid Male 25 41,7 41,7 41,7

Female 35 58,3 58,3 100,0

Total 60 100,0 100,0

Interpretation : 58% of the respondents are female, whereas 42% are male.

42%

58%

Gender

Male

Female


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5.2. Estimation of means and percentages at the level of population

Question 1 : Among the following coffee brands listed below which have you bought in the lastthree months? (you can chose multiple answers)

Jacobs

Case Processing Summary

Cases

Valid Missing Total


q5.7 jacobs 47 78,3% 13 21,7% 60 100,0%

Descriptives

Statistic Std. Error

q5.7 jacobs Mean ,38 ,072

95% Confidence Interval for

Mean

Lower Bound ,24

Upper Bound ,53

5% Trimmed Mean ,37

Median ,00

Variance ,241

Std. Deviation ,491

Minimum 0

Maximum 1

Range 1

Interquartile Range 1

Skewness ,497 ,347Kurtosis -1,832 ,681

Interpretation : The sample mean is .38. I guarantee with the probability of 95% that 24% and53% of the respondents have bought Jacobs.


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Question 2 : How important is for you ratio quality-price when choosing a brand of coffee?

Veryimportant

Important Neitherimportant norunimportant

Not important Not at allimportant

o o o O o


Cases

Valid Missing Total


q4 quality price 47 78,3% 13 21,7% 60 100,0%

Descriptives

Statistic Std. Error

q4 quality price Mean 3,96 ,125

95% Confidence Interval for Mean Lower Bound 3,71

Upper Bound 4,21

5% Trimmed Mean 4,03

Median 4,00

Variance ,737

Std. Deviation ,859

Minimum 1

Maximum 5

Range 4


Skewness -1,207 ,347

Kurtosis 2,440 ,681

Interpretation : The sample mean is 3.96. I can guarantee that 95% the mean population of the

consumers who take into consideration this criterion is between 3.71 and 4.21.(is important or very

important).


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Question 3 : Please give your opinion on the following statements regarding coffeeconsumption. Product used alongside cigarettes with gender.

StronglyAgree

Agree Neutral Disagree StronglyDisagree

It’s almostalways usedalongside ofcigarettes

o o o O o


What’s your

gender?

Cases

Valid Missing Total


q7.3 cigarette

usage with

coffee

Male 25 100,0% 0 ,0% 25 100,0%

Female 35 100,0% 0 ,0% 35 100,0%

Descriptives

gender Statistic Std. Error

q7.3 cigar Male Mean 2,96 ,261

95% Confidence Interval forMean

Lower Bound 2,42

Upper Bound 3,50


Median 3,00

Variance 1,707

Std. Deviation 1,306

Minimum 1

Maximum 5Range 4


Skewness ,080 ,464

Kurtosis -,893 ,902


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Female Mean 2,74 ,189

95% Confidence Interval for

Mean

Lower Bound 2,36

Upper Bound 3,13


Median 3,00

Variance 1,255

Std. Deviation 1,120

Minimum 1

Maximum 5

Range 4


Skewness ,411 ,398

Kurtosis -,368 ,778

Interpretation:» The mean for male and for female stands between 2 and 3, even though the male’s is

higher. This means that for is between neutral and agree.» I guarantee that in 95% of the cases the mean male population lies between 2.42 and

3.50.» I guarantee that in 95% of the cases the mean female population lies between 2.36 and3.13


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5.3. Testing the statistical hypothesis

1.) H0: At least 70% of Brasov’s youthful population consumes coffee.

H1: Less than 70% of Brasov’s youthful population consumes coffee.

H0: Π=70%H1: Π≠ 70%

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Do you drink coffee? 60 ,78 ,415 ,054

One-Sample Test

Test Value = 0.7

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

Do you drink coffee? 1,554 59 ,126 ,083 -,02 ,19

Interpretation :

» Mean is .78 meaning that 78% of the respondents consume coffee.» The mean difference between the tested mean and actual mean is of .083.» Sig. (2-tailed) is .126>.05 meaning that we apply H0.» The 95% confidence interval contain 0 between lower an upper, meaning that we have

to apply H0.


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2) H0: Mean of the population that bought Jacobs coffee brand the most in the last threemonths = mean of the sample that consume Jacobs the most;

H1: Mean of the population that bought Jacobs coffee brand the most in the last threemonths ≠ mean of the sample that consume Jacobs the most;

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

q5.7 jacobs 47 ,38 ,491 ,072

One-Sample Test

Test Value = 0.4

t df Sig. (2-tailed) Mean Difference

95% Confidence Interval of the

Difference

Lower Upper

q5.7 jacobs -,237 46 ,813 -,017 -,16 ,13

Interpretation:» Mean is .38 that means that 38% of the population consumes Jacobs.» The mean difference between the tested mean and actual mean is only of -.017.» P-value Sig. (2-tailed) = .813» .813>.05 so we accept H0.» The 95% confidence interval contain 0 between lower an upper, meaning that we have

to apply H0.


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3) Measuring the correlation between the gender and the reason of consuming coffee for itsenergizing effect.H0: Means are equal and there is not a significant difference between them.H1: Means are not the same and there is a significant difference between them.

Group Statistics

q2 energy N Mean Std. Deviation Std. Error Mean

gender Female 22 ,68 ,477 ,102

Male 25 ,52 ,510 ,102

Independent Samples Test

Levene's Test for Equalityof Variances t-test for Equality of Means

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence Interval of

the Difference

Lower Upper

gender Equal variances

assumed3,504 ,068 1,119 45 ,269 ,162 ,145 -,129 ,453

Equal variances not

assumed1,124 44,820 ,267 ,162 ,144 -,128 ,452

Interpretation:» For this example we will determine if the male respondents that consume coffee for its

energizing effect and the female respondents that consume coffee for the same reason,is significantly different in my group dataset. I am grouping by gender.

» Sig level is .068» .068>.05 => we assume H0 (first row)» Sig. (2-tailed) is .162» .162>.05 => we accept H0: The means are equal

» Also the 95% confidence interval of the difference contains between lower and upperthe value 0 and as a consequence we apply H0.» So there is not a significant difference between male consumers and female consumers

when it comes to the energizing effect coffee has on both genders.


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5.4 Correlation tests

5.4.1. Crosstabs and Chi-Square testsWe can assume that there is a direct link between the variables age, routine as a reason ofcoffee consumption and respondents’ last month expenditure on coffee. In the following tableswe can find out how exactly this link works.

HO: there is a relationship between age and consumption of coffee because of routine.

H1: there is relationship between age and consumption of coffee because of routine.


Cases

Valid Missing Total


age * q2 routine 47 78.3% 13 21.7% 60 100.0%

age * q2 routine as a determinant reason of coffee consumption . Crosstabulation

q2 routine

Totalyes no

age under 18 years old Count 4 0 4

% within age 100.0% .0% 100.0%

% within q2 routine 14.3% .0% 8.5%

% of Total 8.5% .0% 8.5%

18-25 years old Count 13 13 26

% within age 50.0% 50.0% 100.0%

% within q2 routine 46.4% 68.4% 55.3%

% of Total 27.7% 27.7% 55.3%

26-35 years old Count 8 6 14

% within age 57.1% 42.9% 100.0%

% within q2 routine 28.6% 31.6% 29.8%

% of Total 17.0% 12.8% 29.8%


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over 35 years old Count 3 0 3

% within age 100.0% .0% 100.0%

% within q2 routine 10.7% .0% 6.4%

% of Total 6.4% .0% 6.4%Total Count 28 19 47

% within age 59.6% 40.4% 100.0%

% within q2 routine 100.0% 100.0% 100.0%

% of Total 59.6% 40.4% 100.0%

Interpretation :

» Here we see that the number of respondents which have chosen the option is of 28 (59.6%

of the sample size). In the table below we can see that 13 out of those 28 that consume

coffee due to routine are situated in the 18-25 age interval.

» Subjects in the 18-25 year interval are keener on consuming coffee due to routine.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.774 a 3 .123

Likelihood Ratio 8.257 3 .041

Linear-by-Linear Association .036 1 .849

N of Valid Cases 47

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 1.21.

Interpretation:» X 2 calc= 5.774 (Pearson Chi-Square)» X 2 theo = 11.07» X 2 theo was calculated by using the formula CHIINV(probability, degrees freedom) in

program» Microsoft Excel.» Probability = .05» X 2 theo. X 2 calc => we apply H0.» 11.07 > 5.774» Asymp. Sig. (2-sided) = .123» .123>0.05 => H0 is true. There is a link between age and routine as a determinant

reason of coffee consumption.


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H0: there is a relationship between the age and money spent monthly on coffee

H1: there is no relationship between the age and money spent monthly on coffee


Cases

Valid Missing Total


age * money spent 47 78,3% 13 21,7% 60 100,0%

age * money spent last month on coffee. Crosstabulation

money spent

Totalunder 20 ron 21-40 ron 41-60 ron 61-80 ron over 80 ron

under 18 years old Count 0 3 0 1 0 4

% within age ,0% 75,0% ,0% 25,0% ,0% 100,0%

% within money spent ,0% 15,8% ,0% 14,3% ,0% 8,5%

% of Total ,0% 6,4% ,0% 2,1% ,0% 8,5%

18-25 years old Count 10 11 3 1 1 26

% within age 38,5% 42,3% 11,5% 3,8% 3,8% 100,0%

% within money spent 71,4% 57,9% 60,0% 14,3% 50,0% 55,3%

% of Total 21,3% 23,4% 6,4% 2,1% 2,1% 55,3%

26-35 years old Count 4 5 1 3 1 14

% within age 28,6% 35,7% 7,1% 21,4% 7,1% 100,0%


% of Total 8,5% 10,6% 2,1% 6,4% 2,1% 29,8%

over 35 years old Count 0 0 1 2 0 3

% within age ,0% ,0% 33,3% 66,7% ,0% 100,0%

% within money spent ,0% ,0% 20,0% 28,6% ,0% 6,4%

% of Total ,0% ,0% 2,1% 4,3% ,0% 6,4%


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l Count 14 19 5 7 2 47

% within age 29,8% 40,4% 10,6% 14,9% 4,3% 100,0%


% of Total 29,8% 40,4% 10,6% 14,9% 4,3% 100,0%

Interpretation: The most predominant interval is between 21-40 Ron and it was registered with42.3% among 18-25 years old.

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 16,091 a 12 ,187

Likelihood Ratio 17,563 12 ,130

Linear-by-Linear Association 3,156 1 ,076

N of Valid Cases 47

a. 17 cells (85,0%) have expected count less than 5. The minimum expected count is ,13.

Interpretation :» X 2 calc= 16.091 (Pearson Chi-Square)» X 2 theo = 26.30» X 2 theo was calculated by using the formula CHIINV(probability, degrees freedom) in

program» Microsoft Excel.» Probability = .05» X 2 theo. X 2 calc => we apply H0.» 26.30 > 16.091» Asymp. Sig. (2-sided) = .187» .187>0.05 => H0 is true. There is a link between age and last month’s expenditure on

coffe.


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6. Conclusions and recommendations

From the outcomes of this marketing research I have found out some very intriguingconclusions. 78.3% of the total respondents have answered that they consume coffee, whereas21.7% stated the contrary. Regarding the gender distribution of Brasov’s youthful coffeeconsumers, I have discovered that 58% of the respondents are female, the rest of 42% beingmale respondents. When asked about the reasons that determine their coffee consumption,52% of the subjects have chosen energizing purpose option, which represents 23% of theresponses, second followed closely by 45% of the subjects who stated that routine is theirreason for coffee consumption, which corresponds 20% of the responses.

One interesting research fact I have found out relates to the prefered type of coffee amongyoung consumers, which final result was packed coffee where 38% of the respondents havechosen it, followed tightly by vacuum coffee with a 28% preference, while 26% answered they

would rather buy the practical choice of instant coffee type than the others mentioned.

Another matter I have researched is the drinking time and place of the popular beverage. 71%of the respondents have answered that their usual coffee drink time takes place in the morning,which represents 45% of the responses, second followed by 55% of the individuals which preferdrinking coffee in the afternoon (35% of the answers). The top of the favored places to enjoycoffee is dominated by 63% of the individuals which answered that usually they enjoy drinkingcoffee the most in the comfort of their home (32% of the answers).

Nevertheless, when asked to give their opinion on coffee possible addiction in time, 53% of the

respondents agreed with the statement, whereas 23% of individuals were neutral about theissue and 18% strongly agreed. On the other hand, 1% of the respondents disagreed, thusconsidering coffee a product which does not affect health, while 3% strongly disagreed. As ageneral tendency people agreed that coffee can create addiction in time and poor health if notconsumed in reasonable quantities.

From testing the statistical hypothesis I observed that 78% of Braso v’s youthful populationconsume coffee and the mean of the population that bought Jacobs coffee brand the most inthe last three months, is .38, meaning a total of .38% answers. Another observation is that

young people find ratio quality-price as an important or very important decisional buying factorwhen choosing a brand of coffee, the sample mean being 3.96. When asked to give theiropinion on coffee consumption regarding the usage of coffee alongside cigarettes, from a totalof 25 males and 35 females, most of them agreed or were neutral to the statement. In otherwords, nowadays the majority of young people associate a cup of coffee with cigarettes usedalongside.


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From the correlation tests I also discovered that the means are equal and there is not asignificant difference between the gender (female-.68, male-.52) and the reason of consumingcoffee for its energizing effect. Furthermore I also discovered that there is a direct relationshipbetween the variables age, routine as a reason of coffee consumption and respondents’ last

month expenditure on coffee. When correlating age variable with routine variable I noticedthat the number of respondents which have chosen the option routine is of 28 (59.6% of thesample size), 13 out of those 28 that consume coffee due to routine are situated mostly agedbetween 18-25 interval. The same interval prevails when correlating monthly expenditure oncoffee with age. It can be said that people between 18-25 age years old usually pay from 20 to40 Ron for coffee. People are willing to pay more for coffee as age interval rises. For instancepeople between 26 to over 35 years old usually pay up 80 Ron for coffee. Thus there is a linkbetween all these three variable analyzed as age influence’s one reason of coffee consumption

and monthly expenditure on coffee. Young people in order to cope with the daily stress drinkcoffee out of routine more than other reasons and usually spend up to 40 Ron monthly for theircoffee consumption.My recommendation after conducting this marketing research is that young people should tryto consume coffee in reasonable quantities as much as possible. Though coffee containsantioxidants which are beneficial to our well-being, there always occur situations which pushyoung people to consume more than necessary, which can lead in future to undesired effects.Furthermore, another recommendation is related to cigarettes usage with coffee alongside. It issad to see that young people nowadays relate these two items together. Coffee should beconsumed for enjoyment purposes, not as an effect of routine as the majority of people do so,but for its rich taste exclusively and also for its benefits.

Documents

Marketing Research on Coffee Consumption