Agroeconomia Croatica, Vol. 4 No. 1, 2014.
Izvorni znanstveni članak
The impact of socio-demographic characteristics on consumer buying behavior and consumption of coffee
Tatjana Naglić
; 30 svibnja 8, 10432 Bregana
Marija Cerjak
orcid.org/0000-0003-0696-4364
; Sveučilište u Zagrebu, Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska 25, Zagreb, Hrvatska
Marina Tomić
; Sveučilište u Zagrebu, Agronomski fakultet, Zavod za marketing u poljoprivredi, Svetošimunska 25, Zagreb, Hrvatska
Sažetak
The aim of this study was to determine the consumers’ buying and consumption behavior of coffee as well as their motives for consumption of coffee. The survey was conducted on a sample of 317 respondents. The results showed that Croatian consumers usually bought coffee in the supermarkets. Croatian coffee consumers aren’t loyal to certain types of coffee. In the case when preferred coffee is not available, they will buy another coffee. Respondents mostly drink one cup or one to two cups of coffee per day, mostly in the morning, when they usually choose black or “Turkish” coffee and espresso. The most common motive for the consumption of coffee is a habit, but also the positive effects of coffee on digestion, general condition and appeasement. Based on the survey results, it is recommended to promote effects that coffee has on the human body, as well as increasing the availability of coffee at the place of purchase and consumption of coffee. Besides, it is necessary to attract consumers who don’t have a clear preference for the usual drinks with aggressive promotional campaigns. These results are significant for both producers and distributors in order to predict future market movements and the creation of their marketing strategy.
Ključne riječi
coffee; survey; consumers; purchase; consumption
Hrčak ID:
125549
URI
Datum izdavanja:
7.7.2014.
Posjeta: 3.393 *