Abstract:

Venues, are the significant places where the daily practices attributing a meaning to local and cultural symbols are experienced; considering the venue consumption along with the coffee culture, consumption of coffee shop transforming with the local’s globalization takes place in our daily lives. Global and local coffee houses, being highly popular among the university students are attaining a settled form of consumption in our daily life, and these cafes in question are maintaining their presence as an expanding field of consumption. In this respect, the study aims to address the changing habits in consumption of coffee which is a cultural heritage, in the aspect of coffee shop consumption, specifically amongst the university students. Within the scope of this study, which presents a descriptive analysis by referring to visual image and interior design, five coffee shops located in Antalya, owned by four different trademarks, were investigated; café owners/business managers were interviewed, using semi-structured in-depth interview method, and data of the study were obtained. As a result of this study, an evaluation concerning the consumer’s perception of coffee shops, is presented based on the overlap of global consumption patterns with glocal patterns. The result of this research suggests that the cafes investigated constitute a culture involving a synthesis of the global and local; by the influence of this culture, the consumer is motivated to buy and consume; these cafés serve, in addition to coffee, an “ideal” life style which makes the individuals feel “more special”, by establishing a communal living area.

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