Akademik Veri Yönetim Sistemi
Advances in Hospitality and Tourism Research (AHTR), cilt.10, sa.1, ss.76-94, 2021 (ESCI)
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.