Turkey’s Coffee Adventure: An Analysis of Coffee Experience Typologies and Business Type Preferences

Abstract

The rise in the coffee consumption, as one of the most popular beverages in the world, has opened the door to "coffee shops" in their modern form. The present study analyses the type of Turkish consumers who prefer national and international coffee shops based on their demographic characteristics and motivations. A total of 448 visitors to coffee shops during the Istanbul Coffee Festival filled out the developed survey form. 411 of these were used for data analysis. The data obtained in the research were divided into four groups through a Chi-squared Automatic Interaction Detection (CHAID) Analysis and Correspondence Analysis, depending on the demographic and motivational characteristics of the consumers with experience of national and international coffee shops. Consumers attribute importance to the atmosphere, image, coffee quality and location of coffees shops, while the target market of coffee shops is generally well-educated, consisting of mostly female consumers over the age of 30. The first and the second group preferred the coffee experience of international coffee shops, while the third group preferred only national coffee shops. The respondents in the fourth group preferred the national coffee shops, but also stated a desire to experience coffee in international coffee shops.