A Comparative Study on the Factors Affecting the Coffee Consumption Habits of the X, Y and Z Generations

Abstract

Changes in living standards, differentiation in business policies and increase in service quality are among the important factors that shape consumer behavior. This situation necessitates businesses that provide products or services to turn to activities that center consumer behavior in order to achieve a sustainable infrastructure and develop effective marketing strategies. This study was carried out to determine the coffee consumption habits of X, Y and Z generations and the factors that shape these habits. In this context, a semi-structured interview form consisting of seven basic questions was applied to 33 individuals from three different generations. The analyzes made on the collected data revealed that six factors affect the coffee preferences of the participants and nine factors affect the coffeehouse preferences. In the study, it was also found that coffee consumption habits changed from generation X to generation Y and that generation X exhibited a traditional behavior pattern.