Determination of Consumers' Tendencies to Visit Coffeehouses and of Their Changing Habits for Consuming Coffee: A Research on Traditional Turkish Coffee

Abstract

In recent years, the effect of globalization has begun to be seen in consumer’s coffee consumption habits. As the instant coffee consumption rate increases day by day consumption of coffee such as filter coffee, americano, cappucino, espresso, mocha, cafe latte and macchiato has become widespread as well as traditional Turkish coffee consumption in coffee shop chain businesses. The purpose of this research is to determine the changing coffee consumption habits of consumers and the competitiveness of Turkish coffee with other coffee varieties. Within the research, the place and the importance of Turkish coffee among consumers' coffee consumption quantities, coffee consumption places and coffee preferences are investigated. The main mass of the study is the individuals who consume coffee in Turkey. For the sample of the study, easy sampling method was used and data were obtained by questionnaire technique. An online questionnaire was prepared in order to determine the coffee consumption habits of potential consumers and it was filled with participants through social media during June 2017- December 2018. The main reason of this research is to determine Turkish Coffee’s, which is taken on the list of the intangible cultural heritage of Turkey in the year of 2013, consumption frequency, consumption reasons and its competition situation with other coffee types. As a result of the study, it was determined that the participants used coffee regularly and the most preferred type of coffee was Turkish coffee. It has been concluded that the frequencies of visiting coffee cafes are usually a few times a month, and that the coffee cafes are preferred mostly from local chains (Kahve Dünyası, Bayram Efendi Osmanlı Kahvecisi, Gönül Kahvesi).