Comparing the Young People's Coffee Shop Perceptions with Their Senses of Taste

Yıl 2023, Cilt: 30 Sayı: 1, 1 - 19, 09.03.2023

Ali Naci Karabulut

https://doi.org/10.18657/yonveek.1244119

Öz

Today’s coffee shops, have emotional and social functions beyond food and beverage consumption. The abundance of perceptual factors that are thought to be effective in consumers' coffee shop preferences leads to the questioning of the level of rationality in these choices. "Are basic elements such as taste, purity, and aroma of coffee the primary determinants of consumer decision-making? Or the variables that are more effective in consumer preferences are various perceptual elements?". With the field research conducted within the scope of these inquiries, young consumers were clustered according to their primary coffee shop preferences. Afterward, some perceptual differences of these clusters were measured and compared with each other, as well as their reactions to different branded coffees which they experienced through a blind tasting test. The findings show that there are differences between consumer clusters in terms of perceived quality of life impact, brand loyalty, customer-brand identification, and repurchase intention. In the blind tasting test, it is observed that only global branded coffee differs in terms of flavour and both global and national branded coffee differ in terms of repurchase intention.
Key Words: Coffee Shop, Young Consumer, Blind Tasting
JEL Classification: M31

Anahtar Kelimeler

Coffee Shop, Young Consumer, Blind Tasting

Gençlerin Kahve Dükkânı Algılarının, Lezzet Hissiyatları ile Karşılaştırılması: Gençler Favori Kahvelerini Tanıyabiliyorlar mı?

Öz

ÖZ
Günümüz tüketicilerinin yoğun talep gösterdiği kahve dükkanları, yiyecek içecek tüketiminin ötesinde duygusal ve sosyal işlevlere de sahiptir. Tüketicilerin kahve dükkânı tercihlerinde etkili olduğu düşünülen algısal unsurların fazlalığı, bu seçimlerdeki rasyonalite düzeyinin de sorgulanmasına yol açmaktadır. “Kahve dükkanlarının çekirdek ürünü olan kahvenin; tadı, saflığı, aroması gibi temel unsurlar, tüketici karar mekanizmasının öncelikli belirleyicileri midir? Yoksa tüketici tercihlerinde daha etkili olan değişkenler, farklı algısal unsurlar mıdır?”. Bu sorgulamalar kapsamında gerçekleştirilen saha araştırması ile genç tüketiciler öncelikli kahve dükkânı tercihlerine göre sınıflandırılmış ve bu sınıfların hem bazı algısal farklılıkları hem de kör tadım testi ile deneyimledikleri farklı markalı kahvelere ilişkin tepkileri ölçülerek birbirleriyle kıyaslanmıştır. Bulgular; algılanan yaşam kalitesi etkisi, marka sadakati, öz-imaj uyumu, müşteri-marka özdeşleşmesi ve yeniden satın alma niyeti değişkenleri bakımından, tüketici kümeleri arasında farklılık bulunduğunu göstermektedir. Kör tadım testinde ise lezzet bakımından sadece küresel markalı kahvenin ve tekrar satın alma isteği bakımından hem küresel hem de ulusal markalı kahvenin farklılaştığı gözlemlenmektedir.
Anahtar Kelimeler: Kahve Dükkânı, Genç Tüketici, Kör Tadım
JEL Sınıflandırması: M31

Anahtar Kelimeler

Kahve Dükkanı, Genç Tüketici, Kör Tadım

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