İkinci Dalga Kahve Tercihini Etkileyen Faktörler: İçtiğimiz Kahveleri Tanıyor muyuz? (Factors Affecting the Preference of 2nd Wave Coffee: Do We Recognize the Coffee We Drink?)
DOI:
https://doi.org/10.21325/jotags.2018.302Keywords:
Coffee, Conspicious consumption, Hedonism, Social valueAbstract
The study examines coffee consumption in an unreviewed perspective as an alternative to luxury brand-based studies. Factors affecting coffee consumption in this study were investigated in a quantitative study using both experiment and questionnaire methods in the context of hedonism and social value-conspiciousness. The concept of social value- is being expanded from luxury brand literature to popular culture consumption. According to the blind test results of the study, only 53% of the respondents were able to identify the coffee they’ve ordered. On the other hand, it has been found out that social value is effective on the intention of coffee consumption, but hedonism is not. In addition, it was seen that those who did not recognize the coffee that they drank were found to have lower hedonism. It is believed that this study will provide important tips for marketing practitioners, especially in the perspective of brand management, in order to develop consumer communication strategies and to design appropriate store atmosphere to support socialization.
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