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Today’s coffee shops, have emotional and social functions beyond food and beverage consumption. The abundance of perceptual factors that are thought to be effective in consumers' coffee shop preferences leads to the questioning of the level of rationality in these choices. "Are basic elements such as taste, purity, and aroma of coffee the primary determinants of consumer decision-making? Or the variables that are more effective in consumer preferences are various perceptual elements?". With the field research conducted within the scope of these inquiries, young consumers were clustered according to their primary coffee shop preferences. Afterward, some perceptual differences of these clusters were measured and compared with each other, as well as their reactions to different branded coffees which they experienced through a blind tasting test. The findings show that there are differences between consumer clusters in terms of perceived quality of life impact, brand loyalty, customer-brand identification, and repurchase intention. In the blind tasting test, it is observed that only global branded coffee differs in terms of flavour and both global and national branded coffee differ in terms of repurchase intention. Key Words: Coffee Shop, Young Consumer, Blind Tasting JEL Classification: M31
Coffee stores, where today’s consumers have intense demand, have emotional and social functions beyond the consumption of food and beverage. The excess of perceptive elements considered to be effective in consumers’ coffee shop preferences also leads to questioning the level of rationality in these choices. “The core product of coffee stores, the key elements such as taste, purity, aroma, are the priorities of the consumer decision-making mechanism? Or are the variables that are more effective in consumer preferences different perceptive elements?“ . . With the field research carried out within the framework of these queries, young consumers were classified according to the preferences of the coffee shop and compared each other by measuring both some perceptive differences of these classes and their reactions to the different brands of coffee they experienced by the blind taste test. The findings show that there is a difference between consumer groups in terms of the perception of quality of life, brand loyalty, self-image conformity, customer-brand identity and the intention of re-buy variables. In the blind taste test, it is observed that in terms of taste only global brand coffee and in terms of re-buy desire both global and national brand coffee differ. Keywords: Coffee Shop, Young Consumer, Blind Taste JEL Classification: M31
Journal Type : Ulusal
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