The coffee beverage is one of the products that I frequently purchase. Ground from roasted coffee beans, the beverage is prepared by running hot water through the coffee and can be served either aromatic, flavored, or dark. Different cultures prepare and serve coffee differently; in Africa and the Middle East, coffee is served in fancy brass cups while Italians’ espresso coffee is served in tiny cups. The French prefer taking coffee with a combination of milk or cream and served in a bowl during breakfast. Coffee beverage lovers in Indonesia prefer coffee served hot in glasses. Nearly anyone widely consumes coffee; however, it is advisable to note that high levels of caffeine can cause heightened blood pressure, heart rate, sleep disturbance, or acid reflux. These effects might be dangerous to kids, pregnant mothers, or individuals with arrhythmia. Nearly one-third of the world’s population drinks coffee to either stay mentally alert, relieve physical or mental fatigue. Other consumers use coffee to prevent some conditions like dementia, Parkinson’s disease, among other diseases. Some quantitative questions about coffee include:
- How do you like your coffee served?
- How often do you drink your coffee at home?
- Which coffee beverage do you purchase more often?
While the qualitative questions about coffee include:
- What is the most preferred name of your local coffee shop or café?
- When getting your favorite coffee beverage, how do you get there?
Scholarly Journal Article Relating to Coffee Beverage
A 2019 study was conducted by Samoggia and Riedel to enhance knowledge on consumers’ perceptions of the health benefits of coffee and establish consumer motives for consumption and purchase of coffee. Through logistic regression, the researcher sought to find the willingness of consumers to pay a premium price for coffee based on its health benefits. The research findings indicate that the majority of the consumers are willing to pay a premium price for coffee with health benefits. The results also reveal that older individuals were more likely to pay the premium price than younger individuals, with a high percentage of the more aging population being women (Samoggia & Riedel, 2019). The research also employed a factor analysis in regards to the motives for purchasing coffee. The test results indicate a significant relationship between the perception of consumers on coffee health benefits and rationale for purchase and consumption of coffee (Samoggia et al., 2020). The test shows different motives for the coffee experience, including pleasure, habit, price, and aroma.
The research hypothesis indicates that consumers will be more inclined to buy coffee associated with health benefits. Health properties linked with coffee have affected the level of consumption of coffee. Different scholars have come up with assertations that coffee bears biochemical characteristics with potential health benefits. The popularity of green coffee beverages has significantly increased owing to the prevailing belief in its antioxidant elements. Various studies indicate that coffee has the most incredible antioxidant capacity compared to other drinks like black or green tea or herbal mixtures (Tasew et al., 2020). A screening done on some of the most consumed beverages for their bioactive non-nutrient properties show that instant coffee is the beverage with the most excellent bisphenol properties. The independent variable in the research is consumer perception of the health benefits of coffee, while the dependent variable is the motive for consumption and purchase of coffee. As earlier noted, the research employs both the logistic regression analysis test and the factor analysis to test the relationship between the two variables.
Conclusion and Summary of the Finding
The study’s findings indicate that 25% of the consumers who participated in the survey felt that drinking coffee could bring positive health benefits. A majority of consumers who participated in the study indicate that they were willing to pay a premium price for coffee beverages perceived to be of high health benefits. Various coffee drinkers prefer to take off for various reasons. While some individuals primarily consume coffee for a stimulating effect or pass the time, further research indicates that some individuals drink coffee due to different health benefit perceptions.
References
Samoggia, A., Prete, M. D., & Argenti, C. (2020). Functional needs, emotions, and perceptions of coffee consumers and Non-Consumers. Sustainability, 12(14), 3-14.
Samoggia, A., & Riedel, B. (2019). Consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 11(3), 16-17.
Tasew, T., Mekonnen, Y., Gelana, T., Redi-Abshiro, M., Chandravanshi, B. S., Ele, E., Mohammed, A. M., & Mamo, H. (2020). In vitro antibacterial and Antioxidant activities of roasted and green coffee BEANS originating from different regions of Ethiopia. International Journal of Food Science, 2020, 1–8.