Abstract:

In recent years, the impact of globalization has also begun to be seen in consumer coffee consumption habits. With the influence of globalization, the domestic and foreign chain coffee cafes are included in the market share of the industry and the rate of coffee consumption increases day by day, the traditional Turkish coffee consumption in coffee cafes business as well as the consumption of filters of coffee, americano, cappucino, espresso, mocha, cafe latte and macchiato. The aim of this study is to determine the consumers’ changing coffee consumption habits and the competitiveness of Turkish coffee with other coffee varieties. In the framework of the study, the place and importance of Turkish coffee is investigated among consumers' coffee consumption quantities, coffee consumption places and coffee preferences. The main mass of the study is made up of individuals consuming coffee in Turkey. The sampling method was easy to use for the research sample and the data was obtained through the survey technique. The online survey form was prepared to determine the coffee consumption habits of potential consumers and was filled with participants through social media in June-June 2017 and December 2018. The determination of how often Turkish coffee, which was included in the list of the non-specific cultural heritage of Turkey in 2013, is currently included in the consumer preferences of local consumers, why it is preferred and its competition with other coffee varieties is the main reason for this study. The study found that participants regularly consumed coffee and the most popular kind of coffee was Turkish coffee. The participants’ frequently visiting coffee cafes were usually several times a month and the result was that the preferred coffee types were mainly made up of local chains (Coffee World, Bayram Lord Ottoman Coffee, Gönül Coffee). This article was presented as a summary declaration at the International Tourism and Cultural Heritage Congress held on 5-8 October 2017.

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