Marketing Research On Coffee Consumption

Attitudes, behaviors and opinions of
Brasovs youthful population towards

coffee consumption
Iuga Florina Alexandra

Business Administration
Year II- 8811
1. Introduction
Coffee consumption in Romania is about five times lower than the European average, according
to a study conducted by a market research institute, GFK. According to the study, in Romania, a
person annually consumes about 1.83 kg of coffee, while Europeans drink no more than 5.3 kg
of 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. The
main cause identified by the representatives of the Romanian Association of Coffee is the high
price 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 more
proximate topic, namely, Attitudes, behaviors and opinions of Brasovs youthful population
towards coffee consumption.
To my mind, nowadays, more and more people start to consume coffee at a young age due to
various reasons, stress or lassitude being one of the many. Although the majority of the young
people who consume coffee on a daily basis acknowledge both the beneficial and the side
effects, 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 also
augments the well-known debate of low paid young employees in companies.
The aim of this marketing research is to acquire relevant information from the studied
population. 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 could
write an article based on this marketing research on coffee consumption in Brasov city.
2. Research objectives
Basic Aspect
Research Questions
Research Objectives
The behaviors of the

consumers regarding coffee
consumption.
Do you drink coffee?
Knowing the percentage of

coffee consumers among
Brasovs youthful population.
What are the main reasons

that determine your
consumption of coffee?
Determining the reasons for

the consumption of coffee.
What type of coffee do you

prefer?
Identifying the type of coffee

which prevails in preferences.
What do you look for in a

coffee?
Determining the criteria on

which consumers select their
coffee types.
Please give your opinion on

the following statements
regarding coffee
consumption.
What coffee consumption

represents in consumers
beliefs.
When do you usually drink

coffee?
Where do you drink coffee?
Establishing the time and

drinking place which is
favored by coffee consumers.
Where do you usually buy

coffee from?
How often do you buy coffee?
Determining the buying place

and its frequency.
How much money you have

spent last month on coffee?
Measuring the influence of

price when buying coffee.
Buying tendencies among

coffee consumers.
Opinions regarding preferred

brands of coffee.
The characteristics of the

studied population.
Among the following brands

listed below which have you
bought in the last three
months?
Identifying the consumers

prefered brands of coffee.
How important is for you the

ratio quality-price when you
choose a brand of coffee?
Establishing the influence of

quality-price when buying a
certain brand of coffee.
Your gender is?

In what age category do you
find yourself?
Determining the gender and

age of the respondents.
Please specify your monthly

income.
Determining the income of

the respondents.
3. Research Hypothesis
3.1. General Hypothesis
1.
2.
3.
4.
5.
A large part of Brasovs youthful population consume coffee.

Generally packed coffee is the type of coffee which is the most often bought.
Brasovs young consumers spend monthly a low sum of money for coffee.
Usually price and quality influences consumers preferences regarding coffee brands.
The majority of persons who consume coffee are women.
3.2. Statistical Hypothesis

1. H0: At most 70% of Brasovs youthful population consume coffee;
H1: More than 70% of Brasovs youthful population consume coffee.
2. H0: 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;
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 for
its 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 coffee
consumption and respondents last month expenditure on coffee;
H1: there is no relationship between the variables age, routine as a reason of coffee
consumption and respondents last month expenditure on coffee.
4. Research Methodology
4.1. Consideration of Research Method
When considering research method Ive determined the niche of individuals on which the
research paper will be focused upon, respectively, the studied population, the sample size
determination (to ensure its representativeness), the sampling unit, and also the sampling
method used.
If we take into account the focus of this research, we can say that is applicative because it can
be helpful to an organization in making a small vision about the tested population and to draw
conclusions and propositions once this is done. If we consider the marketing problem involved,
its a descriptive research because its aim will be in analyzing respondents opinions about
coffee consumption and their attitudes regarding to consumption itself.
The data were collected through an online survey platform, namely, kwicksurveys.
4.2. The researched population

This marketing research is based upon Brasovs population, but only takes into account the
young segment, namely coffee consumers starting from the age of 14 years old and it extends
up to 35 years old respondents.
4.3. Calculation of sample size and sampling method

To determine the size of the sample I used the following formula:
n= the size of the sample

2=the square of the z coefficient corresponding to the confidence interval
p= percent estimation for success
q= (1-p) it's the percent estimation for failure
2=the square of the error expressed in percent
Thus considering deviation = 5% and z = 1.96 corresponding to a confidence
interval of 95%, the sample size is, according to tabulated data, of 90 persons (1, 962x 0,
47 x 0, 13/ 0, 052=94).
I conducted the research on 60 persons from Brasov County. The error is calculated as follows:
Thus considering deviation = 6% and z = 1.96 corresponding to a confidence

interval of 95%, the sample size is, according to tabulated data, of 60 persons 1, 962x 0, 47
x 0, 13/ 0, 062= 60.
The sampling method used was the simple random sampling to select a sample for my
research.
4.4. The questionnaire

4.4.1. Types of questions used
The questionnaires research title is: Attitudes, behaviors and opinions of Brasovs youthful
population towards coffee consumption.
It contains a total of 15 questions structured as follows: the first questions are simple in order
to warm up the respondent continuing with the difficult questions which are placed in the
middle 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 isnt interested in. The last questions are about the characteristics of
respondents (gender, age, income). All questions are important and relevant to the final
analysis of the research.
The questionnaire has been created on an online survey platform, namely, kwicksurveys, where
respondents 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 types
of scales.
Furthermore, since I have created my questionnaire on kwiksurveys platform, some types of
questions and features couldnt be used because they were paid features and I couldnt access
them.
4.4.3. The tree of questions

YES
NO
1. Do you drink coffee?

2. What are the main reasons
that determine your consumption
of coffee?
3. What type of coffee do you
prefer?
4. How important is for you the
ratio quality-price when you
choose a brand of coffee?
5. Among the following coffee
brands listed below which have
you bought in the last three
months?
6. What do you look for in a
coffee?
7. Please give your opinion on the
following statements regarding

coffee consumption.
8. When do you usually drink

coffee?
9. Where do you drink coffee?
10. Where do you usually buy

coffee from?
11. How often do you buy
coffee?
9
12. How much money youve

spent last month on coffee?
13. Please specify your monthly
income.
14. In what age category do
you find yourself?
15. Your gender is?
10
4.4.4. The questionnaire
11
12
13
14
5. Research Results
The results of the questionnaire have been introduced and analyzed through SPSS 16.0 program
and all tables, graphs and charts are outputs of it.
5.1. Data analysis of questions

1. Do you drink coffee?
coffee
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
No
13
21,7
21,7
21,7
Yes
47
78,3
78,3
100,0
Total
60
100,0
100,0
22%
YES
NO
78%
Interpretation: From a total of 60 respondents 21, 7% dont consume coffee, while an

overwhelming majority of 78, 3% stated that they consume.
15
2. What are the main reasons that determine your consumption of coffee? (Multiple answers)
Case Summary
Cases
Valid
N
$q2
Missing
Percent
42
70,0%
Total
Percent
18
30,0%
Percent
60
100,0%
a. Dichotomy group tabulated at value 1.
$q2 Frequencies
Responses
N
reasons for coffee consumption
Percent
Percent of Cases
q2 concentration
13
13,5%
31,0%
q2 routine
19
19,8%
45,2%
q2 awake
16
16,7%
38,1%
7,3%
16,7%
q2 taste
16
16,7%
38,1%
q2 energy
22
22,9%
52,4%
3,1%
7,1%
96
100,0%
228,6%
q2 health b
q2 entourage
Total
Interpretation:
52% of the subjects have chosen the energizing effect as their reason for coffee
consumption, which represents 23% of the responses.
45% of the subjects have chosen the routine as their reason for coffee consumption,
which corresponds to 20% of the responses.
At equal percentages of 38%, both the taste of the coffee and the fact that helps
respondents stay awake, were chosen as reasons, which stands for 17% of each case.
The total percent of cases of 229% represents the fact that respondents consume coffee
for more than two reasons.
16
3. What type of coffee do you prefer? (Single choice)

Statistics
type coffee
N
Valid
47
Missing
13
Mode
type coffee
Frequency
Valid
Missing
Bulk Coffee
Percent
Valid Percent
Cumulative Percent
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
99
13
21,7
60
100,0
Total
What type of coffee do you prefer?

8%
28%
Bulk Coffee
26%
Instant Coffee
Packed Coffee
Vacuum Coffee
38%
Interpretation: 38% of the respondents have chosen packed coffee as their prefered type of
beverage, followed by 28% preference for vacuum coffee, while 26% answered theyd rather
have instant coffee. It is interesting that bulk coffee which is the cheapest of all, has only
gathered 8% of the responses.
17
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
Skewness
-1,207
Std. Error of Skewness

Kurtosis
,347
2,440
Std. Error of Kurtosis
,681
Interpretation: The Mean is extremely close to 4. In other words, the ratio quality-price is
considered to be an important factor in choosing a coffee brand.
q4 quality-price ratio
Frequency
Valid
Missing
Percent
Valid Percent
Cumulative Percent
not at all important
1,7
2,1
2,1
not important
3,3
4,3
6,4
neither important nor unimportant
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
99
13
21,7
60
100,0
Total
18
The importance of ratio quality-price when choosing a coffee brand

30
27
25
Frequency
20
15
11
10
6
5
2
0
very important
important
neither important
nor unimportant
not important
not at all important
Interpretation: 57% of the respondents consider that when choosing a coffee brand the ratio
quality-price is important, 23% answered that its a very important decisional factor, 13%
consider it neither important nor unimportant, while 4% of the respondents claim not to be
important. A small percentage of 2% was registered being chosen by only one respondent.
19
5. Among the following coffee brands listed below which have you bought in the last three
months? (Multiple choice)
Case Summary
Cases
Valid
N
$q5
Missing
Percent
45
75,0%
Total
Percent
15
Percent
25,0%
60
100,0%
$q5 Frequencies
Responses
N
among these which have
you bought in the
last 3 months
q5.1 brand amigo
Percent
Percent of Cases
2,9%
6,7%
q5.2 don cafe
12
11,8%
26,7%
q5.3 d egberts
1,0%
2,2%
q5.4 elita
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%
4,9%
11,1%
102
100,0%
226,7%
q5.11tschibo
Total
20
Interpretation:
40% of the respondents have bought Jacobs the most in the last months, which
represents 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.
21
6. What do you look for in a coffee? (Multiple Choice)
Case Summary
Cases
Valid
N
$q6
Missing
Percent
45
75,0%
Total
Percent
15
25,0%
Percent
60
100,0%
$q6 Frequencies
Responses
N
what do you look for in a coffee
Percent
Percent of Cases
q6.1 flavor
26
34,7%
57,8%
q6.2 intensity
22
29,3%
48,9%
q6.3 taste
27
36,0%
60,0%
75
100,0%
166,7%
Total
Interpretation:
60% of the respondents have chosen the taste as their primary criterion-which
represents 36% of the answers, followed by flavor with a 58% -which means 34.7% of
the 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 to
tasting buds which is illustrated in the table above.
22
7. Please give your opinion on the following statements regarding coffee consumption.
Statistics
q7.1 product
q7.2 healthy
addiction
product
Valid
q7.3 cigar
q7.4 expensive
60
60
60
60
Mean
2,18
2,12
2,83
3,13
Median
2,00
2,00
3,00
3,00
1,051
,447
,271
-,275
,309
,309
,309
,309
2,155
,050
-,683
-,188
,608
,608
,608
,608
Missing
Mode
Skewness
Kurtosis
Interpretation: The means of all 4 criteria oscillate between 2-3, which states that mostly
respondents agreed or were neutral when answering the question.
q7.1 prod addiction
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
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
1,7
1,7
96,7
Strongly Disagree
3,3
3,3
100,0
60
100,0
100,0
Total
23
Product addiction in time

35
32
30
Frequences
25
20
14
15
11
10
5
1
0
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
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 and
18% strongly agreed.
On the other hand, 1% of the respondents disagreed, thus considering coffee a product
which does not affect health, while 3% strongly disagreed with the statement.
q7.2 healthy product if consumed in reasonable quantities
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
Strongly Agree
12
20,0
20,0
20,0
Agree
32
53,3
53,3
73,3
Neutral
13
21,7
21,7
95,0
5,0
5,0
100,0
60
100,0
100,0
Disagree
Total
24
q7.3 cigarettes
Frequency
Valid
Strongly Agree
Percent
Valid Percent
Cumulative Percent
13,3
13,3
13,3
Agree
17
28,3
28,3
41,7
Neutral
19
31,7
31,7
73,3
Disagree
15,0
15,0
88,3
Strongly Disagree
11,7
11,7
100,0
60
100,0
100,0
Total
Frequences
Coffee is almost always used alongside of cigarettes

20
18
16
14
12
10
8
6
4
2
0
19
17
Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
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 alongside
cigarettes.
15% of individuals disagreed, whereas a percentage of 13 have expressed their strongly
agreement and 11% the extreme opposite.
25
q7.4 expensive
Frequency
Valid
Strongly Agree
Percent
Valid Percent
Cumulative Percent
5,0
5,0
5,0
Agree
11
18,3
18,3
23,3
Neutral
24
40,0
40,0
63,3
Disagree
19
31,7
31,7
95,0
5,0
5,0
100,0
60
100,0
100,0
Strongly Disagree
Total
26
8. When do you usually drink coffee? (Multiple choice)
Case Summary
Cases
Valid
N
$q8
Missing
Percent
44
73,3%
Total
Percent
16
26,7%
Percent
60
100,0%
$q8 Frequencies
Responses
N
when do you usually drink coffee
Percent
Percent of Cases
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
2,9%
4,5%
69
100,0%
156,8%
Total
Interpretation: 71% of the respondents have answered that their usual coffee drink time is in
the morning, which represents 45% of the responses. 55% of the individuals prefer drinking
coffee in the afternoon-35% of the answers.
27
9. Where do you drink coffee?

Case Summary
Cases
Valid
N
$q9
Missing
Percent
46
76,7%
Total
Percent
14
23,3%
Percent
60
100,0%
$q9 Frequencies
Responses
N
where do you drink coffee?
Percent
Percent of Cases
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%
8,9%
17,4%
90
100,0%
195,7%
q9.5 on the run

Total
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.
28
10. Where do you usually buy coffee from?
Case Summary
Cases
Valid
N
$q10
Missing
Percent
45
75,0%
Total
Percent
15
25,0%
Percent
60
100,0%
$q10 Frequencies
Responses
N
where do you buy coffee from?
Percent
Percent of Cases
q10.1 supermarket
23
34,8%
51,1%
q10.2 hypermarket
31
47,0%
68,9%
3,0%
4,4%
10
15,2%
22,2%
66
100,0%
146,7%
q10.3 en-gross
q10.4 small neighbourhood mkt
Total
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 their
choice, which represents 35% of the answers; En-gross on the other hand, has
registered 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 from
hypermarkets or supermarkets mainly.
29
11. How often do you buy coffee?

Statistics
often coffee
N
Valid
47
Missing
13
Mode

Frequency
Valid
Missing
Once a week
Percent
Valid Percent
Cumulative Percent
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
5,0
6,4
91,5
Once in a few years
6,7
8,5
100,0
Total
47
78,3
100,0
99
13
21,7
60
100,0
Total

Once a week
9%
6%
Few times a week
6%
26%
Once a month
Few times a month
32%
Once in a few months

21%
Once in a few years
Interpretation: 32% of the questioned population buy coffee few times a month, 26% buy few
times a week, 21% once in a month.
30
12. How much money youve spent last month on coffee?
Statistics
money spent
N
Valid
47
Missing
13
Mean
2,23
Median
2,00
Mode
Skewness
,812
,347
Kurtosis
-,255
,681
money spent
Frequency
Valid
Missing
Total
Percent
Valid Percent
Cumulative Percent
under 20 Ron
14
23,3
29,8
29,8
21-40 Ron
19
31,7
40,4
70,2
41-60 Ron
8,3
10,6
80,9
61-80 Ron
11,7
14,9
95,7
over 80 Ron
3,3
4,3
100,0
Total
47
78,3
100,0
99
13
21,7
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 theyve spent under 20 Ron, which means a
23% 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.
31
How much money you've spent last month on coffee?

19
20
18
16
14
Frequences
14
12
10
7
8
5
6
4
2
0
under 20 ron
21-40 ron
41-60 ron
32
61-80 ron
over 80 ron
13. Please specify your monthly income.

Statistics
monthly income
N
Valid
Missing
60
0
Mean
2,27
Median
2,00
Mode
Skewness
,952
,309
Kurtosis
-,086
,608
monthly income
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
under 500 Ron
19
31,7
31,7
31,7
501-1000 Ron
23
38,3
38,3
70,0
1001-1500 Ron
11,7
11,7
81,7
1501-2000 Ron
8,3
8,3
90,0
above 2000 Ron
10,0
10,0
100,0
60
100,0
100,0
Total
33
Monthly income
25
Frequences
20
23
19
15
10
7
5
0
under 500 Ron 501-1000 Ron 1001-1500 Ron 1501-2000 Ron above 2000
Ron
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.
34
14. In what age category do you find yourself?

Statistics
age
N
Valid
Missing
60
0
Mean
2,33
Median
2,00
Mode
Skewness
,470
,309
Kurtosis
,319
,608
age
Frequency
Valid
under 18 years old
Percent
Valid Percent
Cumulative Percent
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
5,0
5,0
100,0
60
100,0
100,0
over 35 years old

Total
Interpretation: 58.3% of the respondents are aged between 18-25 years old, 30% of the
individuals are aged between 26-35 years old, a 7% of the respondents are under 18 years old
and 5% persons are aged over 35 years old.
35
In what age category do you find yourself?

40
35
35
Frequences
30
25
20
15
10
5
0
under 18 years old
18-25 years old
26-35 years old
36
over 35 years old
15. Your gender is?
gender
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
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.
Gender
Male
42%
58%
37
Female
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 last
three months? (you can chose multiple answers)
Jacobs
Case Processing Summary

Cases
Valid
N
q5.7 jacobs
Missing
Percent
47
78,3%
Total
Percent
13
21,7%
Percent
60
100,0%
Descriptives
Statistic
q5.7 jacobs
Mean
95% Confidence Interval for
Mean
,38
Lower Bound
,24
Upper Bound
,53
5% Trimmed Mean
,37
Median
,00
Variance
,241
Std. Deviation
,491
Minimum
Maximum
Range
Interquartile Range
Std. Error
,072
Skewness
,497
,347
Kurtosis
-1,832
,681
Interpretation: The sample mean is .38. I guarantee with the probability of 95% that 24% and
53% of the respondents have bought Jacobs.
38
Question 2 : How important is for you ratio quality-price when choosing a brand of coffee?
Very
important
Important
Neither
important nor
unimportant
Not important
Not at all
important

Cases
Valid
N
q4 quality price
Missing
Percent
47
78,3%
Total
Percent
13
21,7%
Percent
60
100,0%
Descriptives
Statistic
q4 quality price
Mean
Std. Error
3,96
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
Maximum
Range
Interquartile Range
Skewness
Kurtosis
,125
-1,207
,347
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).
39
Question 3: Please give your opinion on the following statements regarding coffee
consumption. Product used alongside cigarettes with gender.
Strongly
Agree
Its almost
always used
alongside of
cigarettes
Agree
Neutral
Disagree
Strongly
Disagree

Cases
Valid
Whats your
gender?
q7.3 cigarette
usage with
Male
Female
coffee
Missing
Percent
Total
Percent
25
100,0%
0 ,0%
25
100,0%
35
100,0%
0 ,0%
35
100,0%
Descriptives
gender
q7.3 cigar
Male
Percent
Statistic
Std. Error
Mean
2,96 ,261
95% Confidence Interval for Lower Bound
2,42
Mean
Upper Bound
3,50
5% Trimmed Mean
2,96
Median
3,00
Variance
1,707
Std. Deviation
1,306
Minimum
Maximum
Range
Interquartile Range
Skewness
,080
Kurtosis
,464
-,893 ,902
40
Female
Mean
2,74 ,189
95% Confidence Interval for Lower Bound
2,36
Mean
Upper Bound
3,13
5% Trimmed Mean
2,71
Median
3,00
Variance
1,255
Std. Deviation
1,120
Minimum
Maximum
Range
Interquartile Range
Skewness
,411 ,398
Kurtosis
-,368 ,778
Interpretation:
The mean for male and for female stands between 2 and 3, even though the males 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 and
3.13
41
42
5.3. Testing the statistical hypothesis

H0: At least 70% of Brasovs youthful population consumes coffee.
1.)
H1: Less than 70% of Brasovs youthful population consumes coffee.

H0: =70%
H1: 70%
One-Sample Statistics
N
60
Mean
Std. Deviation
Std. Error Mean
,78
,415
,054
One-Sample Test
Test Value = 0.7
95% Confidence Interval of the
Difference
t
1,554
df
Sig. (2-tailed)
59
,126
Mean Difference
,083
Lower
Upper
-,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.
43
2) H0: 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;
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;
One-Sample Statistics
N
Mean
q5.7 jacobs
47
Std. Deviation
,38
Std. Error Mean
,491
,072
One-Sample Test
Test Value = 0.4
95% Confidence Interval of the
Difference
t
q5.7 jacobs
df
-,237
46
Sig. (2-tailed)
Mean Difference
,813
-,017
Lower
Upper
-,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.
44
3) Measuring the correlation between the gender and the reason of consuming coffee for its
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.
Group Statistics
q2 energy
gender
Mean
Std. Deviation
Std. Error Mean
Female
22 ,68
,477
,102
Male
25 ,52
,510
,102
Independent Samples Test

Levene's Test for Equality
t-test for Equality of Means
of Variances
95% Confidence Interval of
Sig.
df
Sig. (2-
Mean
Std. Error
tailed)
Difference
Difference
the Difference
Lower
Upper
gender Equal variances

3,504 ,068
1,119
45 ,269
,162
,145
-,129 ,453
1,124 44,820 ,267
,162
,144
-,128 ,452
assumed
Equal variances not
assumed
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 upper
the 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.
45
5.4 Correlation tests

5.4.1. Crosstabs and Chi-Square tests
We can assume that there is a direct link between the variables age, routine as a reason of
coffee consumption and respondents last month expenditure on coffee. In the following tables
we 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
N
age * q2 routine
Missing
Percent
47
78.3%
Total
Percent
13
Percent
21.7%
60
100.0%
age * q2 routine as a determinant reason of coffee consumption . Crosstabulation

q2 routine
yes
age
under 18 years old
Count
100.0%
.0%
100.0%
14.3%
.0%
8.5%
8.5%
.0%
8.5%
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%
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%
% within q2 routine
% of Total
26-35 years old
Total
% within age
18-25 years old
no
Count
Count
46
over 35 years old
Count
% within age
% within q2 routine
% of Total
Total
100.0%
.0%
100.0%
10.7%
.0%
6.4%
6.4%
.0%
6.4%
28
19
47
59.6%
40.4%
100.0%
100.0%
100.0%
100.0%
59.6%
40.4%
100.0%
Count
% within age
% within q2 routine
% of Total
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
Pearson Chi-Square
df
a
.123
8.257
.041
.036
.849
5.774
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
Asymp. Sig. (2-sided)
47
a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is 1.21.
Interpretation:
X2 calc= 5.774 (Pearson Chi-Square)
X2 theo = 11.07
X2 theo was calculated by using the formula CHIINV(probability, degrees freedom) in
program
Microsoft Excel.
Probability = .05
X2 theo. X2 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.
47
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
N
age * money spent
Missing
Percent
47
78,3%
Total
Percent
13
Percent
21,7%
60
100,0%
age * money spent last month on coffee. Crosstabulation

money spent
under 20 ron
age
under 18 years old
18-25 years old
26-35 years old
Count
41-60 ron
3
61-80 ron
0
over 80 ron
1
Total
0
% 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%
Count
10
11
26
% within age
38,5%
42,3%
11,5%
3,8%
3,8%
100,0%
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%
14
% within age
28,6%
35,7%
7,1%
21,4%
7,1%
100,0%
28,6%
26,3%
20,0%
42,9%
50,0%
29,8%
8,5%
10,6%
2,1%
6,4%
2,1%
29,8%
Count
% of Total
over 35 years old
21-40 ron
Count
% within age
,0%
,0%
33,3%
66,7% ,0%
100,0%
,0%
,0%
20,0%
28,6% ,0%
6,4%
% of Total
,0%
,0%
2,1%
4,3% ,0%
6,4%
48
Total
Count
% within age
% of Total
14
19
47
29,8%
40,4%
10,6%
14,9%
4,3%
100,0%
100,0%
100,0%
100,0%
100,0%
100,0%
100,0%
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 with
42.3% among 18-25 years old.
Chi-Square Tests
Value
Pearson Chi-Square
df
a
12 ,187
17,563
12 ,130
3,156
1 ,076
16,091
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases
Asymp. Sig. (2-sided)
47
a. 17 cells (85,0%) have expected count less than 5. The minimum expected count is ,13.
Interpretation:
X2 calc= 16.091 (Pearson Chi-Square)
X2 theo = 26.30
X2 theo was calculated by using the formula CHIINV(probability, degrees freedom) in
program
Microsoft Excel.
Probability = .05
X2 theo. X2 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 months expenditure on
coffe.
49
6. Conclusions and recommendations

From the outcomes of this marketing research I have found out some very intriguing
conclusions. 78.3% of the total respondents have answered that they consume coffee, whereas
21.7% stated the contrary. Regarding the gender distribution of Brasovs youthful coffee
consumers, I have discovered that 58% of the respondents are female, the rest of 42% being
male respondents. When asked about the reasons that determine their coffee consumption,
52% of the subjects have chosen energizing purpose option, which represents 23% of the
responses, second followed closely by 45% of the subjects who stated that routine is their
reason for coffee consumption, which corresponds 20% of the responses.
One interesting research fact I have found out relates to the prefered type of coffee among
young consumers, which final result was packed coffee where 38% of the respondents have
chosen 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 prefer
drinking coffee in the afternoon (35% of the answers). The top of the favored places to enjoy
coffee is dominated by 63% of the individuals which answered that usually they enjoy drinking
coffee 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 the
issue and 18% strongly agreed. On the other hand, 1% of the respondents disagreed, thus
considering coffee a product which does not affect health, while 3% strongly disagreed. As a
general tendency people agreed that coffee can create addiction in time and poor health if not
consumed in reasonable quantities.
From testing the statistical hypothesis I observed that 78% of Brasovs youthful population
consume coffee and the mean of the population that bought Jacobs coffee brand the most in
the 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 factor
when choosing a brand of coffee, the sample mean being 3.96. When asked to give their
opinion on coffee consumption regarding the usage of coffee alongside cigarettes, from a total
of 25 males and 35 females, most of them agreed or were neutral to the statement. In other
words, nowadays the majority of young people associate a cup of coffee with cigarettes used
alongside.
50
From the correlation tests I also discovered that the means are equal and there is not a
significant difference between the gender (female-.68, male-.52) and the reason of consuming
coffee for its energizing effect. Furthermore I also discovered that there is a direct relationship
between 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 noticed
that the number of respondents which have chosen the option routine is of 28 (59.6% of the
sample size), 13 out of those 28 that consume coffee due to routine are situated mostly aged
between 18-25 interval. The same interval prevails when correlating monthly expenditure on
coffee with age. It can be said that people between 18-25 age years old usually pay from 20 to
40 Ron for coffee. People are willing to pay more for coffee as age interval rises. For instance
people between 26 to over 35 years old usually pay up 80 Ron for coffee. Thus there is a link
between all these three variable analyzed as age influences one reason of coffee consumption
and monthly expenditure on coffee. Young people in order to cope with the daily stress drink
coffee out of routine more than other reasons and usually spend up to 40 Ron monthly for their
coffee consumption.
My recommendation after conducting this marketing research is that young people should try
to consume coffee in reasonable quantities as much as possible. Though coffee contains
antioxidants which are beneficial to our well-being, there always occur situations which push
young 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 is
sad to see that young people nowadays relate these two items together. Coffee should be
consumed 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.
51

Marketing Research On Coffee Consumption

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Attitudes, behaviors and opinions of

Brasovs youthful population towards

Iuga Florina Alexandra

The behaviors of the

Do you drink coffee?

Knowing the percentage of

What are the main reasons

Determining the reasons for

What type of coffee do you

Identifying the type of coffee

What do you look for in a

Determining the criteria on

Please give your opinion on

What coffee consumption

When do you usually drink

Establishing the time and

Where do you usually buy

Determining the buying place

How much money you have

Measuring the influence of

Buying tendencies among

Opinions regarding preferred

The characteristics of the

Among the following brands

Identifying the consumers

How important is for you the

Establishing the influence of

Your gender is?

Determining the gender and

Please specify your monthly

Determining the income of

A large part of Brasovs youthful population consume coffee.

3.2. Statistical Hypothesis

4.2. The researched population

4.3. Calculation of sample size and sampling method

n= the size of the sample

Thus considering deviation = 6% and z = 1.96 corresponding to a confidence

4.4. The questionnaire

4.4.2. Types of scales used

4.4.3. The tree of questions

1. Do you drink coffee?

following statements regarding

8. When do you usually drink

9. Where do you drink coffee?

10. Where do you usually buy

12. How much money youve

4.4.4. The questionnaire

5.1. Data analysis of questions

Do you drink coffee?

Interpretation: From a total of 60 respondents 21, 7% dont consume coffee, while an

a. Dichotomy group tabulated at value 1.

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

What type of coffee do you prefer?

Std. Error of Skewness

Std. Error of Kurtosis

not at all important

neither important nor unimportant

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

not at all important

a. Dichotomy group tabulated at value 1.

q5.1 brand amigo

q5.2 don cafe