Coffee consumption Essay

Faculty of Farm Management, Banats University of Agricultural Sciences and Veterinary Medicine Timisoara, 119 Calea Aradului, Timisoara Romania petz_elenayahoo. com 2 ) Faculty economic science Science, University Tibiscus Timisoara, 1/A Daliei St. , Timisoara, Romania Abstract. The java commercialize is a dynamic trade due to the numerous mades, to the extensive range of assortments and to the high number of large number that ar more and more sophisticated. There has been lately a trend toward pre-pack time-worn burnt umber, i. e. towards high quality assert and to larger weight coffee packages.Despite the high worth of the coffee, Romanians fuddle more and more coffee. The leading assortment is ground coffee followed by soluble coffee. Keywords ask, aspirations, demand, offer, drug addiction, behaviour, market INTRODUCTION Marketing research is not an exact science, and it is not an exact science either. It is about operative with concourse, with their ever-changing needs and desires under the impact of hundreds of factors that ar more or less known. Market psychoanalysis shows what people wish to grease ones palms, to consume, or to use. As a rule, this means something different from what companies want us to believe, to produce and to sell.It is not enough to must study peoples needs we should also know peoples desires and aspirations. The main component of marketing research is the study of consumer behaviour. The research of consumer behaviour concerns different attitudes in the process of buying decision (e. g. peoples attitude towards information, the choice of the obtain place, fidelity towards the made, get aware of the price, knowing consumers difficult nature, and so on ). Consumer behaviour is a complex phenomenon and, at the homogeneous time, an interdisciplinary field.MATERIALS AND METHODS This study aims at presenting the coffee consumer profile, the way the choosing and purchasing of the different types of coffee on the ma rket is done, and the way coffee made notoriety is determined. The target population consisted of all the people aged everyplace 18 and living in Timisoara. The sampling method we used was the quotas method. In applying this method, we started from the characteristics of the target population (e. g. age, sex, occupation, etc. ). Sample size varies depending on the thrust threshold and on the accepted error.The way the questionnaire was applied consisted in a field survey, i. e. questioning people outside the shops. 362 RESULTS AND DISCUSSION At present, consumers are masters of their incomes. br differently stratification differentiates incomes and determines signifi digestt variations of the consumption structure. Knowing the structure of the consumers attitude is a good fortune to investigate the causes determining the acceptance or rejection of a produce. The most important means is researching consumers desires. question no. 1 in our questionnaire, Do you potable coffee? is a filter question. As a result of the break ups we got to this question, we could see that 56% of the people we questioned drink coffee 17% answered hey do not drink coffee at all and 27% answered they only drink coffee sometimes. Thus, the 17 people respond they never drink coffee were removed from the study. The answer to question, How often do you drink coffee? resulted in the following answers 92% of the respondents answered they drink coffee free-and-easy composition 8% answered they drink coffee occasionally. The answer to the question, Who bargain fors the coffee in your family? showed that it is the housewife who does it (76% of the cases). As for the question, How often do you buy coffee? 40% of the respondents answered they secure it once a month, 28% answered they leveraging it twice a month, and 20% answered they purchase it rather seldom. As for the amount of coffee people purchase, the figure below shows that 40% of the coffee purchasers prefer packages of 5 00 g, while 36% prefer packages of 250 g (Fig. 1). 40% 40% 36% 35% 30% 25% 20% 16% 15% 8% 10% 5% 0% 250 g 500 g universal gravitational constant g More Fig.1. Amount of coffee purchased The answers to question, On what occasion do you purchase coffee?, 72% of the respondents verbalize they purchase coffee for the daily consumption, while 8% said they purchase coffee for other goals. The questionnaire showed that 64% of the respondents purchase their coffee at the hyeprmarket and supermarket, 24% of the respondents purchase coffee from the respite shops, and 12% purchase coffee from the market. As for the coffee made, we could see that 48% of the respondents prefer the Jakobs made, 24% purchase the Elita made, 16% purchase the Amigo made, 8% purchase the Tchibo made, and 4% purchase the Amaroy and Lavazza mades (Fig.2).The answers to question, What do you appreciate most in the coffee you purchase? , 50% of the respondents answered it is flavour, 40% answered it is the taste, and 10% 363 answered it is strength. Asfor the factors influencing purchase decision, we could see from the respondents answers that 44% of them are influenced by the price, 28% answered they are influenced by the made, and 20% of the respondents admitted it is the advertising (Fig. 3). 48% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 24% 16% 8% 4% Elita Jacobs Amigo Tchibo early(a) specifications.Fig. 2. Coffee mades 44% 45% 40% 35% 28% 30% 25% 20% 20% 15% 8% 10% 5% 0% Advertising Price Packaging Trade Fig. 3. Factors influencing purchase decision 40% 40% 32% 35% 28% 30% 25% 20% 15% 10% 5% 0% Home, in family At the cafe/ At w ork (school), terrace, w ith the automatic friends coffee Fig. 4. Favourite place for coffee consumption 364 The answers to question, Where do you usually have your coffee? , showed that 40% of the respondents answered it is at home, 32% answered they have their coffee with their friends, at coffee shops, on terraces, etc., and 28% of the respondents said they have their coffee at their work place, from the coffee machine (Fig. 4). As for the age of the respondents, we could see that 36% of them are aged 26-40, 28% are aged 18-25, 20% are aged 41-65, and 16% are aged above 65. From the point of emplacement of their income, 56% of the respondents recognise less than 1,000 lei /month, 20% crystalise between 1,000 and 1,500 LEI /month, 16% of the respondents earn between 1,501 LEI /month and 2,000 LEI /month, and only 8% of the respondents earn more than 2,000 LEI /month. CONCLUSIONS.In order to get higher performances, any company needs a strong consumer-oriented marketing strategy. Therefore, it is very important to monitor and study the consumer behaviour from all points of view type of consumer, age, sex, occupation, group of appurtenance, personality, culture, etc. the questions marketing operators should use in their studies and shaping of purchase behaviour and consumption behaviour in their attempt to better decide how to react are su ch questions as Who? , When? , How? , How practically? , From where? , How many times? , etc.To have a closer look at the factors influencing the behaviour of the coffee consumer we have carried out the present study by applying a questionnaire to a number of 60 people whose main common feature is that they all live in the city of Timisoara. On the ground of this study, we can draw the following conclusions 56% of the respondents drink coffee, 27% drink it sometimes, and 17% never 92% of the respondents drink coffee daily, while 8% drink it occasionally 76% of the coffee purchasers are women 40% of the respondents purchase coffee once a month, 28% twice a month, and 20% rather seldom40% of the respondents prefer packages of 500 g, while 36% prefer 250 g packages 72% of the respondents purchase coffee for their daily consumption, while 8% purchase it for other reasons 64% of the respondents purchase their coffee at the hyeprmarket and supermarket, 24% from the corner shops, and 12% from the market, 48% of the respondents prefer the Jakobs made, 24% Elita, 16% Amigo, 8% Tchibo, and 4% Amaroy and Lavazza 50% of the respondents purchase coffee for its flavour, 40% for its taste, and 10% for its strength 44% of the respondents are influenced by the coffee price in their purchase, 28% by the made, and 10% by the adds40% of the respondents prefer have their coffee at home, 32% in town, and 28% at the work place 36% of the respondents were aged 26-40, 28% were aged 18-25, 20% were aged 41-65, and 16% were aged above 65. 56% of the respondents earn less than 1,0 00 LEI /month , 20% earn between 1,000 and 1, 500 LEI/month, 16% of the respondents earn between 1,501 LEI /month and 2 ,000 LEI /mon th, and on ly 8% of the respondents earn more than 2,000 LEI /month.REFERENCES 1. 2. 3. 4. 5. 6. 7. 8. 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