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The Rush For Coffee: Trends of American Coffee Consumers Meg Stomski, Daniel Markowitz and Yujie LeiUniversity of RichmondProfessor Dana LascuChanging Consumer CulturesTable of Contents Introduction………………………………………………………………………………………..3Literature Review………………………………………………………………………………….41.1 The History of Coffee…………………………………………………………..……..41.2 The Coffee Industry……………………………………………………………….......51.3 The Coffee Consumer………………………………………………………….……...6Hypotheses………………………………………………………………………………...8Data Collection……………………………………………………………………………………9Data Analysis…………………………………………………………………………………….112.1 Overall Interview Findings…………………………………………………………..112.2 Overall Data Findings………………………………………………………………..11Conclusions and Interpretations………………………………………………………………….18Recommendations………………………………………………………………………………..18Appendix O-Data Template……………………………………………………………………...20Interview Questions Responses………………………………………………………………….22References………………………………………………………………………………………..25IntroductionCoffee has become a pivotal and periodic aspect of life for many Americans. About eighty-three percent of adults drink coffee in the U.S., making us the world’s largest coffee consumers–and this number only continues to grow (National Coffee Association.) Many drink coffee to attain that surge of energy, which warms the entire body and spawns a strong sense of concentration. Others merely enjoy the bitter-sweetness in coffee that provides comfort and contentment. No matter the reason, coffee continues to remain as a meaningful beverage within our society. Our group is interested in coffee consumers. Specifically, we are interested in the pace of consumers in the store and we propose to explore it in relation to a number of variables: day of the week, time of day, age, gender, ethnicity, socioeconomic status, method of payment, phone usage, whether the customer looks tired, and whether or not he or she is with anybody. We will be measuring the pace of each customer at several different coffee shops. According to an article by Jon Jestl, caffeine stimulates the central nervous system by blocking adenosine, a neurotransmitter that normally causes a calming effect in the body. Comparing the speed of walking of the customers entering and exiting the shop can hopefully test the validity of this claim. The interval measurements that we will use all reflect the role of coffee in the lives of the consumers. Our samples include students (ages seventeen to twenty-five) as well as older individuals (ranging greatly in age) at the 8:15 cafe in the Boatwright Library at the University of Richmond. We will additionally travel off campus to observe different coffee shops in various types of environments. Based on the assumption that more people go to Carytown for leisure, rather than labor, we expect to record different results. Our prediction is that a coffeeshop in Carytown will yield different data than at the University of Richmond or in downtown Richmond. Thus, we will investigate these three locations to test the validity of our assumption. Such a market research offers insight on trends between the roles that the product plays in the lives of consumers and the ways consumers go about obtaining these products. A marketing manager of a large coffee company can utilize the results to plan marketing strategy. Advertisements can be designed to cater to specific customers (students, businessmen, etc.). Different pricing policies can be made at different times of the day in order to maximize profits. For instance, BOGOF can be used in the afternoon for promotion, when coffee consumption is typically lowest. This research serves as a reference for coffee companies to decide how many employees are needed at different time periods as well. In conclusion, coffee has become an essential ingredient of American culture. We hope this research can help explain the “coffee phenomenon” better and assist coffee shops in keeping up with their consumers.Literature Review The United States of America is undoubtedly the ultimate coffee-loving nation. Coffee has become a pivotal and periodic aspect of life for many Americans. About eighty-three percent of adults drink coffee in the U.S., making us the world’s largest coffee consumers (Euromonitor.) In 2013, Coffee sales in the US increased by five percent while retail value sales increased by six percent (F.) While Coffee is sometimes consumed for its bittersweet flavor and aroma, most drink coffee in order to attain a surge of energy from one of its main ingredients: caffeine. Research conducted at the University of Delaware has shown that as little as fifty miligrams of caffeine significantly increases the resting energy expenditure. In other words, we can metabolize more simply by drinking coffee on our warm, cozy bed and doing nothing. Coffee consumption can also lead to mood elevation,a decrease in anxiety, and a heightened sense of alertness (G.) For these reasons, many consumers have become reliant upon coffee, and consume it on a daily basis. The history of coffeeCoffee began its long history with Americans during the thirteenth century. The Ethiopians are believed to be the first ones to discover and make use of the coffee beans, and convert it into a beverage (H.) However, coffee was not introduced to the United States until the late seventeenth century. The New England colony was the first to introduce coffee to our country (I.) The English word we are familiar with today, “coffee” was originally derived from the Dutch “koffie.” It has now fully expanded into our nation, making it one of the most prominent beverages consumed today. The Coffee Industry Coffee is such an important beverage in society that many Americans have implemented coffee consumption into their daily routine. More than three quarters of coffee drinkers include coffee as part of their breakfast routine (A.) Though this number decreases with later meals in the day, some routine is generally established among coffee consumers, perhaps because caffeine is a drug with addictive qualities (B.) A survey conducted in 2010 confirmed those qualities with results indicating that eighty-four percent of coffee consumers reported no change in their consumption habits during the past six months (J.) In 2014, 7.8 billion cups of coffee were sold by restaurants, 4.7 billion of which were regular-brewed coffee and the remaining specialty coffee (espresso, iced, frozen or slushy) (C.) Yet the majority of coffee consumed in the United States is imported from abroad (N.) 21.5 million bags of coffee were bought last year, taking up more than ? of the total global import (P.) The coffee market has steadily increased in terms of both the number of drinkers and the number of cups sold in past years (D.) However, number of pounds sold have fluctuated within past years due to the significant increase in coffee prices. The price increase does not seem to have affected the number of coffee drinkers too dramatically, as there are one hundred million daily coffee drinkers in the country as of June 2013. Thirty-four percent of these 100 million consumers went to premium coffee chains for their fix (such as Starbucks or Coffee Bean), and twenty-nine percent went to lower-price chains (such as McDonald's or Dunkin Donuts), while more and more are beginning to brew their own coffee. The powerhouses that currently control the American coffee industry are Starbucks, Dunkin Donuts, Coffee Bean and Tim Horton’s. Yet within these names, the most ubiquitous coffee chain in North America is Starbucks. The legend of Starbucks began on March 30, 1971 in Seattle, Washington (K.) In 2013, thirteen percent of American adults went to Starbucks, compared to eleven percent of Americans that preferred Dunkin Donuts. Starbucks has more than thirteen-thousand two hundred locations within the United States alone, and twenty thousand more branches in sixty-two other countries. It has become the ultimate powerhouse of coffee, as they successfully implemented their “Starbucks on every corner” strategy.The Coffee Consumer As coffee comes in different shapes, tastes, and sizes, so do its consumers. Coffee is consumed by a wide variety of the American population. However, there are some evident trends of these consumers.Coffee continues to be a favorite among beverage drinkers, especially Hispanic consumers. According to a recent NCA National Coffee Drinking Trends market study, the Hispanic population significantly leads the pack regarding coffee consumption. The study showed that seventy-six percent of adult Hispanic-Americans said they drank coffee, which is a thirteen percent lead of the total population. This was compared to sixty-four percent of Caucasian-Americans and fourty-seven percent of African Americans.Additionally, another evident trend amongst coffee consumers is household income. Seventy percent of Americans who report annual household incomes of $150,000+ drink coffee, compared to fifty-four percent of those with household income less than $25,000. As seen in Appendix A, coffee use and household income have a direct, positive correlation. Appendix A: It is inevitable that as income increases, demand for high quality coffee increases as well. Today, forty percent of coffee sold is gourmet. Meanwhile, the consumption of traditional coffee has shrunk by seven percent in the past years. This loss in popularity among traditional coffees is believed to have stemmed from the increasing popularity of gourmet coffee (M.) Teenagers are leading the pack with regards to lower intake of non-gourmet traditional coffee, dropping from twenty seven percent to seventeen percent last year (O.) It has been found that women consume more gourmet coffee than men (53% versus 47%) (U.)Another trend of coffee consumers is age. Many Americans tend to perceive coffee as a beverage for older generations rather than millennials (born between 1982 and 1997), who are “beginning to choose energy drinks and shots as their sources of caffeine, rather than coffee” (Business Source Complete.) Many coffee industries have responded to this preference by creating innovative flavors, such as lattes and frappuccinos in order to gain back the approval of the younger generations. Appendix B depicts the direct relationship between coffee consumption and age. Appendix B: Coffee, being the second largest commodity after crude oil, is worth $100 billion worldwide (Q) and has grown into a necessary aspect of the daily lives of many Americans. Surprisingly, despite the increase in specialty chains, seventy-one percent of all cups of coffee are consumed at home, as seen below in Appendix C (R.) 21.6 percent of the average annual US beverage consumption is taken up by coffee (S.) Additionally, on average, Americans consume 3.1 cups of coffee per day (T.) Coffee is an essential beverage that shapes the American culture. coffee plays a very important role in american culture today. Many people including men, women, Hispanics, Asians, elders and millennials enjoy and appreciate this beverage on a day to day basis. Coffee is undoubtedly one of the most important beverages in American society today.Appendix C:Hypotheses: Due to the fact that coffee has become an important beverage within our culture, we find it necessary to investigate various phenomena associated with this important ingredient in American culture.Sixty-eight percent of coffee drinkers have a cup of coffee within the first hour of waking up (Live Science.) Many feel that coffee is needed to fuel oneself for the upcoming day. Thus, we assumed–despite the varying characteristics of the consumer–that there is a higher rush trend around coffee shops in the mornings compared to that of the afternoon. H1: Coffee consumers are more rushed in the mornings (6AM-9AM) to purchase their coffee than any other time of day. Additionally, studies have shown that coffee helps with our focus and memory. According to nutritionist Kris Gunnars, caffeine can improve mood, reaction time, memory, vigilance and general cognitive function. Therefore, it is reasonable to believe that people with the greatest workload, such as college students and business people, find coffee to be more indispensable in their daily life than others. Their occupations are extraordinarily demanding, requiring full concentration to yield decent outcomes. Compared to others whose work pressure is less significant, students and business people are more likely to consider coffee as a stimulus, helping them get rid of the fatigue or begin a new day full of energy. We can, therefore, presume that college students and business people are the most rushed groups among the sample.H2: College students (age 18-25) who consume coffee are the most rushed in obtaining their coffee than any other age groups that consume coffee. Finally, as downtown Richmond and University of Richmond are centers of employment and education, we assumed that these locations would possess the most stress and rush within their coffee consumers. Scurrying students and workers are a common scene observed in cities and universities. On the contrary, at social centers, such as Carytown, more people come to enjoy leisurely activity, and bear a more relaxed demeanor. Thus, we assumed that coffee consumers in downtown Richmond and at the University of Richmond would exhibit a higher rush factor than the consumers of Carytown. H3: Coffee consumers of downtown Richmond and at the University of Richmond are the more rushed in obtaining their coffee than consumers at Carytown. Data Collection: In order to obtain both qualitative and quantitative data for our study, we conducted our research using two main methods: interviews and observations. In our interviews, we interviewed a total of eleven people ranging from ages seventeen to eighty-six. We conducted one-on-one interviews where the interviewer directly asked the interviewee the following questions, and noted their responses in verbatim. Below are the nine questions that were used to conduct these interviews: How many times a week do you consume coffee?For what reason(s) do you consume coffee?Do you believe that you are reliant upon coffee?What time do you generally consume coffee?Where do you get your coffee from?Are you brand loyal to any coffee brands?If you are ever in a situation where time is limited, would you still go out of your way to consume coffee?Do you put any milk, sugar, sweeteners in your coffee?Do you get coffee on the go, or do you sit down to drink it?Our observations were collected from three different locations: 8:15 cafe at University of Richmond, a Starbucks in Downtown Richmond (100 S 12th St) and a local coffee store, Carytown Coffee, in Carytown. Each team member was assigned two or three days of the week to gather data. On our assigned days each team member observed three consumers in each of the locations, at given times. Team members used a systematic approach, in which he or she observed every second person that walked into the store. In order to collect the data, we created and used a template (See Appendix O.) In our template, we noted the day of the week, the location of observation, and the time of day that we conducted the observations. Additionally, we observed the demographics of each consumer such as the gender of the consumer, the approximate age of the consumer, the supposed ethnicity of the consumer and the predicted socioeconomic status of the consumer. We based each consumer’s socioeconomic status on the clothing of the consumer and their belongings (phones, handbags, etc.) Furthermore, we observed trends of each consumer such as if they were accompanied by anybody, if they were engaged in conversation, and if they used their phone during their purchase. Likewise, we observed the purpose of each consumer: if they were buying coffee for leisure, work, class, gym or other. This information was based mainly on the consumer’s clothes as well. In addition, we observed what each consumer’s payment method was. Finally, we observed the alertness of each customer, based on how tired and sluggish they seemed, and the approximate time it took them to obtain the coffee. We acknowledge that some of these observations are highly subjective, such as socioeconomic status, alertness and purpose, however we strived to attain consistency for each observation. Additionally, we recognize that our sample size of sixty-three may not provide an accurate representation of the whole population as it is a small sample size, thus possibly creating skewed data within our study. Data Analysis: Overall Interview FindingsAccording to our interviews, most consumers drink more than five cups a week. Some consumers reported drinking as many as twelve cups a week. When asked why they drank coffee, many consumers reported that they drink coffee “for the taste” or “to wake up.” Although most interviewees hesitated at first, most eventually realized their reliance upon coffee. In general, consumers reported drinking coffee in the morning, and sometimes another cup once the first wore off. An astounding number of people said that they bought their coffee from Starbucks, while only one (assumedly lower class) man stated that he got his coffee from McDonalds. Starbucks seemed to be the most popular coffee brand, especially for younger consumers. Many of these younger consumers mentioned their preference towards mixed drinks, frappuccinos and lattes. Most correspondents seemed willing to go out of their way for the coffee, though coffee consumption did tend to be built into their schedule. A shocking number of correspondents stated that they got their coffee on the go, while additives varied greatly and no real trends could be found.Overall Data Findings:The data found using the template is shown below in graphed form. Each graph represents a relationship between a specific variable and the average pace of consumers. Appendix D:There was a clear correlation between the location of the store and the average customer pace. As hypothesized, customers at 8:15 at the University of Richmond and customers in downtown Richmond were more rushed than Carytown consumers. However, customers at 8:15 were still the most rushed, by a decent margin.Appendix E:Day of the week also played a role in altering customer pace. A general trend was that as the week progressed, customers got considerably less stressed. Monday yielded the most rushed consumers by a large margin.Appendix F:Another factor which contributed to customer pace was the time of day. Customers were most rushed between six and nine AM. Perhaps this can be explained by the morning rush and the need for customers to get their coffee fix to wake them up. The rush then slowed down and picked back up again between twelve and three PM, when perhaps customers needed another cup of coffee to stay awake after the effects of their first cup died down.Appendix G:Additionally, customer age seemed to significantly impact customer pace. Our findings suggest a direct correlation: as age increased, customer pace decreased.Appendix H:Gender was another factor that we thought could impact customer pace. However, our findings did not show a significant difference between the pace of males and the pace of females.Appendix I: Consumer ethnicity was another factor which contributed to customer pace. The most rushed ethnicity was caucasian, with no dramatic difference in the pace of other consumers with differing ethnicities. Appendix J:It was interesting exploring socio-economic status with regard to customer pace. Though determining socioeconomic status is rather subjective, we estimated based on the customer’s clothing and possessions (phone, handbag, etc.) What we believed to be middle class consumers were the most rushed, with the lower class just behind. Upper class consumers were the least rushed.Appendix K:A relationship was additionally found between customer method of payment and customer pace. Customers who paid with credit card were found to be the most rushed. Meanwhile, customers who paid in cash were far less rushed. Interestingly enough, we did not observe any customers who paid with a gift card.Appendix L: Customer phone usage was another interesting component with regards to customer pace. Phone usage had a direct correlation with pace: the more customers used their phones, the more rushed that customer was.Appendix M:Customer accompaniment additionally affected pace. Another direct correlation was found in our data. The more people the customer was with, the less rushed we found the customer to be. Customers who were alone tended to be the most rushed.Appendix N: Average Pace12345Awakeness101021201852312730414442536510Customer awakeness seemed to play a role in determining pace as well. For data collection, awakeness was also measured on a one to five interval. Though this was another rather subjective variable, we measured depending on the consumers’ facial features and if they showed any signs of fatigue, such as excessive yawning. The number of customers who fit the specific pace and awakeness ratings are written. No correlation was found.Conclusion and Interpretations:Some conclusions that we can make from our quantitative data conducted through our observations is that coffee consumer pace varies according to all of the variables that we accounted for. Notably, time of day, age, and location. As mentioned previously, our data confirms all of our hypotheses pertaining to these specific variables. Additionally, our data suggests that University students tend to obtain coffee with the greatest pace. Another trend that we observed throughout our data collection was that women seem to be more relaxed when obtaining coffee than men. Women were often observed having conversations and interactions, and were more frequent sit-down consumers compared to men. Most women were seen purchasing coffee with friends and company whereas men tended to purchase coffee on their own. This seemed to impact the pace of the customer, as customers who purchased coffee alone tended to have a faster rush pace. Finally, as we found in our secondary sources, Monday was the most popular coffee day and consumers were rushed most during this day. Recommendations: Due to the noticeable trend of high coffee consumption during the early mornings and significantly lower consumption during other times, we believe that coffee stores can use promotion methods to attract more consumers at off-peak time periods (times other than 6AM-9AM.) Some ways in which coffee companies can do this is by creating discounts such as buy one get one half off, or set up a reward system. Additionally, based on our data, Friday and Saturdays were the most unpopular coffee days. Therefore, in order to increase consumption during those days, coffee companies should create specific deals on those days such as “Fill Up Fridays!” in which consumers that bring their own mugs on Fridays receive a fifty percent discount. That promotion would also allow coffee companies to have a better brand-image, as the company is partaking in a more environmentally friendly approach.Another recommendation that we believe is significant for coffee companies to consider is advertising and targeting specific customers, such as elders and Asians. While conducting our data, it was apparent that elders and Asians were the least frequent coffee shop consumers. However, as mentioned previously in our Literature Review, older consumers are the highest coffee consumers. Therefore, coffee companies should focus on advertising and attracting these specific subgroups the most, by creating advertisements that best fit their interests and lifestyles.Finally, we believe that coffee companies should create some incentive to use gift cards. In our data, we found that not a single consumer out of the sixty-three consumers we observed used a gift card. Gift cards are an extremely quick method of payment, and would definitely be a time-saving alternative, especially compared to paying in cash. Therefore, we believe that coffee companies should promote the gift-card use more to its consumers, by highlighting its fast and easy use. Coffee companies should do this by depicting a scene of consumers using gift cards to buy coffee in their advertisements and focusing on the time saving aspect. Additionally, coffee companies should create catchy slogans such as “Say Goodbye to Sleepy-It’s Fast and Easy,” in order to promote the use of gift cards.With the data that we obtained through our study, we believe that coffee companies will be able to implement our findings and use them to their advantages for improving their market. With the suggested recommendations, coffee companies will be able to meet the high demands of the rushing coffee consumers, and continue to provide service to the different types of coffee consumers. Coffee is one of the most prominent beverages in our nation and it has an extremely large consumer base. Therefore, we believe that our study will aid in further improving this market for not only our companies, but for our consumers as well. Appendix O: Interview Question Responses: Collin: 18 year old male UR student How many times a week do you consume coffee? I’d probably say 8-10 times on averageFor what reason(s) do you consume coffee? I enjoy the taste, its just… a good drink. I guess I use it to stay awake at some points, a mid day boost for sure.Do you believe that you are reliant upon coffee? (Hesitant) No... I don’t think so. umm, No.What time do you generally consume coffee? A cup in the morning and then a cup around 8 pm generally for evening library sessions.Where do you get your coffee from? 8:15 or dhall. Usually 8:15 because it tastes better Are you brand loyal to any coffee brands? Yes. Starbucks has the best coffee.If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? It’s in my routine. If i’m late for class though, i would not be late because of the coffeeDo you put any milk, sugar, sweeteners in your coffee? 1 sugar in the raw (sugar loyal) and nonfat milk. I do it myself.Do you get coffee on the go, or do you sit down to drink it? I don’t drink at 8:15, but I sit down with it to do work. Added: “I will be drinking a ton of coffee tomorrow because I have a rough draft to do”Debby: 53 year old housewifeHow many times a week do you consume coffee? I drink 7 cups a week, about 1 a dayFor what reason(s) do you consume coffee? It wakes me up in the morning and i like the tasteDo you believe that you are reliant upon coffee? No, i’m not reliant. I’ve gone without it before (drink more decaf). I used to drink a lot and be reliant, and had a pretty bad withdrawal.What time do you generally consume coffee? I always drink it within an hour of waking upWhere do you get your coffee from? I almost always make it at home Are you brand loyal to any coffee brands? Yes, I buy fairway beansIf you are ever in a situation where time is limited, would you still go out of your way to consume coffee? It is in routine. I will go out of my way to quickly get it.Do you put any milk, sugar, sweeteners in your coffee? I put milk in, and sweeteners varyDo you get coffee on the go, or do you sit down to drink it? I drink it on the go, while walking the dog.Steve: 64 year old businessmanHow many times a week do you consume coffee? I drink about 9 cups a weekFor what reason(s) do you consume coffee? I drink it for the taste and to avoid headachesDo you believe that you are reliant upon coffee? Yes, I am reliantWhat time do you generally consume coffee? I drink my first cup within an hour of waking up, then sometimes a cup around 3ishWhere do you get your coffee from? I usually buy from starbucks or some other shop Are you brand loyal to any coffee brands? I am not brand loyalIf you are ever in a situation where time is limited, would you still go out of your way to consume coffee? Yes, I would go out of the way, but it’s definitely built into my scheduleDo you put any milk, sugar, sweeteners in your coffee? I put all additives in myselfDo you get coffee on the go, or do you sit down to drink it? I always drink it on the goBrittany: 32 year old business womanHow many times a week do you consume coffee? I drink coffee about 9 times a week or soFor what reason(s) do you consume coffee? I drink coffee so that I can relax and focus more on workDo you believe that you are reliant upon coffee? Umm… I would say yes, I probably am reliantWhat time do you generally consume coffee? I usually drink my first cup around 6:30 am and generally a second cup on the weekdays around 12.Where do you get your coffee from? I get my coffee from starbucks, it’s so easy because starbucks is everywhere Are you brand loyal to any coffee brands? Yes, starbucks.If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? At this point its so routine that I never have to deal with that, but I guess I would.Do you put any milk, sugar, sweeteners in your coffee? I put milk and sweeteners in myselfDo you get coffee on the go, or do you sit down to drink it? I always drink coffee on the goJacob: 18 year oldHow many times a week do you consume coffee? 4 timesFor what reason(s) do you consume coffee? to wake me upDo you believe that you are reliant upon coffee? Yea, I guess so.What time do you generally consume coffee? 6:30 in the morningWhere do you get your coffee from? Costa coffee Are you brand loyal to any coffee brands? Not really, I get coffee wherever close to my houseIf you are ever in a situation where time is limited, would you still go out of your way to consume coffee? No, I don’t want to be late.Do you put any milk, sugar, sweeteners in your coffee? Cream.Do you get coffee on the go, or do you sit down to drink it? On the goDanielle: 19 year old studentHow many times a week do you consume coffee? 3-4 timesFor what reason(s) do you consume coffee? help me to stay up all nightDo you believe that you are reliant upon coffee? I can switch to tea so I can live without coffee.What time do you generally consume coffee? around 11:30pmWhere do you get your coffee from? starbucks Are you brand loyal to any coffee brands? starbucks, I’ve been drinking it for more than 6 yearsIf you are ever in a situation where time is limited, would you still go out of your way to consume coffee? NoDo you put any milk, sugar, sweeteners in your coffee? nothing, I prefer original taste.Do you get coffee on the go, or do you sit down to drink it? on the goDanny: 35 year old IT managerHow many times a week do you consume coffee? EverydayFor what reason(s) do you consume coffee? I drink coffee like waterDo you believe that you are reliant upon coffee? Absolutely yesWhat time do you generally consume coffee? AnytimeWhere do you get your coffee from? starbucks Are you brand loyal to any coffee brands? No, as long as it’s good quality coffee, I wouldn’t mind.If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? noDo you put any milk, sugar, sweeteners in your coffee? No, I add nothing to my coffee.Do you get coffee on the go, or do you sit down to drink it? On the goSteve: 42 year old hot dog stand ownerHow many times a week do you consume coffee? up to 5 times a week. Drinking too much isn’t good for my health.For what reason(s) do you consume coffee? Help me relax.Do you believe that you are reliant upon coffee? No. I have alternatives, such as wine and tea.What time do you generally consume coffee? At nightWhere do you get your coffee from? McDonalds cheap and taste good Are you brand loyal to any coffee brands? NoIf you are ever in a situation where time is limited, would you still go out of your way to consume coffee? Yes, I would.Do you put any milk, sugar, sweeteners in your coffee? I put non-fat milkDo you get coffee on the go, or do you sit down to drink it? Sit down and drink it.Helen: 86 year oldHow many times a week do you consume coffee? I consume coffee every morning with my breakfast For what reason(s) do you consume coffee? I love the taste. I’ve been drinking it routinely, it’s just comes with my breakfast. Like how people drink orange juice? I drink coffee.Do you believe that you are reliant upon coffee? Yes, well not for the caffeine but I drink it on the daily so I guess that makes me reliant What time do you generally consume coffee? In the mornings during breakfast, so that is usually 8am Where do you get your coffee from? I get the coffee from Wegman’sAre you brand loyal to any coffee brands? Mostly from Maxwell House. That’s what Bob and I prefer. If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? Well, I wouldn’t go out of my way to drink it if I am busy but I usually drink it. Do you put any milk, sugar, sweeteners in your coffee? No dear, I drink my coffee black.Do you get coffee on the go, or do you sit down to drink it? I sit down and drink it with my breakfast. You won’t get the full flavor if you’re on the go! Michele: 18 year old studentHow many times a week do you consume coffee? Way too much….let me see, uh probably 8 per week.For what reason(s) do you consume coffee? Um because I’m always tired or I need to wake up to do more work. Be more alertDo you believe that you are reliant upon coffee? ProbablyWhat time do you generally consume coffee? Um either in the morning or really late at night when you have to finish workWhere do you get your coffee from? 8:15!Are you brand loyal to any coffee brands? Uhh big fan of Starbucks. I don’t know any other brands.If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? If I was really tired, yes, I have done that before.Is it part of your routine? Yeah for certain classesDo you put any milk, sugar, sweeteners in your coffee? Usually the coffee I get it already sweetened.Do you get coffee on the go, or do you sit down to drink it? On the go!David Stomski: 47 year old businessmanHow many times a week do you consume coffee? 12For what reason(s) do you consume coffee? I like the flavor. Also need caffeine in the morningDo you believe that you are reliant on coffee? NoWhat time do you generally consume coffee? 5:30am then 10am Where do you get your coffee from? I roast my own coffeeAre you brand loyal to any coffee brands? No If you are ever in a situation where time is limited, would you still go out of your way to consume coffee? Do you put any milk, sugar, sweeteners in your coffee? If it is good coffee i drink it blackDo you get coffee on the go, or do you sit down to drink it? I get it to go, but then sit down somewhere to drink it. ReferencesA: WAKE UP AND SMELL THE COFFEE. (2012.) (.) Costa Mesa: Experian Information Solutions, Inc. Retrieved from , G. (2005, 03.) Why do we love coffee? because we're hooked! Automatic Merchandiser, 47, 6. Retrieved from :Odesser-Torpey, Marilyn. 2014. "Cup O' Competition." Convenience Store Decisions 25, no. 9: 46-48. Business Source Complete, EBSCOhost (accessed November 9, 2014.)D: International, Euromonitor. ”Consumer Expenditure on Coffee, Tea and Cocoa." May 8, 2006. Accessed November 9, 2014. http%3A%2F%2Fportal.%2Fportal%2Fanalysis%2Ftab%23.E: Mansfield, Angle. "Coffee and Other Favorites on the Go." Factiva. November 23, 2013. Accessed November 11, 2014. : Euromonitor “Coffee in the US” May 2014 : “Effects of Caffeine Consumption” October 2011 University of Delaware: Nelson Daily News “The history of coffee, the myth and legend” April 20, 2010 : INTRODUCTION OF COFFEE INTO NORTH AMERICA BY William H. Ukers: “Consumers still want quality coffee” Automatic Merchandiser Jun/Jul 2010: “History of Starbucks” : “COFFEE” Canadian Grocer Oct 2012: Coffee Consumption Jumps by 5%, 83% of Americans Say They Drink CoffeeNCA March 22, 2013: “Cost Pass-Through in the U.S. Coffee Industry” by United States Department of Agriculture: “Coffee grinds fuel for the nation” USA Today April 9, 2013: “Specialty Coffee Facts & Figures “ Specialty Coffee Association: “11 Incredible Facts About The Global Coffee Industry” Business Insider: “Premium Coffee Market Segmentation” : “2013 Beverages Market Research Handbook”T: “America's Caffeine Cravings Keep The Coffee Industry Growing” January 26, 2012 by Rebecca Lipman: “Coffee Shop Business Overview” by H. Holmes ................
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