Abstract:
Purpose:
The purpose of this study was to explain change in coffee consumption among consumers of
Karachi due to a perceptual shift regarding the characteristics associated with coffee
consumption.
Methodology and sampling:
Quantitative approach was undertaken to study effect of four characteristics on coffee
consumption by asking consumers visiting coffee shops to fill out questionnaire forms. In total
374 customers at a leading coffee shop of Karachi were selected to fill out questionnaire forms
for a month so that customers visiting coffee cafes could be asked about their attitude and
preferences towards coffee consumption. Data gathered through this method was analyzed by
using Chi Square and descriptive statistics.
Findings:
Answer to research questions yield key findings about coffee consumption that customers no
more classify coffee to be seasonal beverage however potential customers perceive it to be pricy.
Whereas, all these customers who consume coffee frequently were fond of its taste and were
confident on their choice that its frequent consumption did not contacted bad health.
Practical Implications:
With the help of this study those participants who act as providers of coffee will benefit from the
positive trend in coffee consumption by making their supplies abundant in market. In addition
consumer of coffee services get a chance to clear all the misconceptions associated with coffee
consumption and an opportunity to classify which category of coffee consumption they belong
to.
