| Author | Gupta, Saumya |
| Note | A thesis submitted in partial fulfillment of the requirements for the
degree of Master of Agribusiness Management, School of Environment, Resources and Development |
| Publisher | Asian Institute of Technology |
| Abstract | Today, coffee market needs their focus upon the young section of the population and
produce their products according to their customer demand and satisfy their needs which
will lead to a positive increase in coffee consumption. The main purpose of this work is to
study how the different factors of selected age group affects their decision-making process
during coffee selection and consumption. It is also focused on the important factors which
affect the consumers buying behavior towards coffee. The present study on consumption
behavior of coffee was carried out in one of the selected districts of Uttar Pradesh, i.e.
Allahabad. Totally 100 sample were selected accounting to 120 respondents. Information
was obtained by personal interview method by using a validated self-reported
questionnaire. The important findings of the study are age and education of the
respondents. On analysis of consumer behavior based on various purchase variables,
product and price emerged as the most important factors influencing consumer decision to
buy coffee along with the convenience of buying it. The young section was more inclined
towards the evaluation step when it came to the different buying decisions before
purchasing or consuming the product. |
| Year | 2016 |
| Type | Thesis |
| School | School of Environment, Resources, and Development (SERD) |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush ; |
| Examination Committee(s) | Loc Thai Nguyen;Salin, K. R. ; |
| Scholarship Donor(s) | Thailand (HM Queen); |