Changing Coffee Consumption in Karachi

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.