Coffee consumption Essay

Faculty of advance Management, Banats University of Agricultural Sciences and Veterinary medicament Timisoara, 119 Calea Aradului, Timisoara Romania petz_elenayahoo. com 2 ) Faculty Eco noics Science, University Tibiscus Timisoara, 1/A Daliei St. , Timisoara, Romania Abstract. The deep brown berry market is a dynamic market due to the umpteen mades, to the wide range of assortments and to the steep deem of spate that argon more(prenominal)(prenominal) and more sophisticated. There has been lately a form toward pre-pack elderly umber, i. e. towards high quality produce and to larger weight drinking chocolate packages.Despite the high price of the chocolate, Romanians jollify more and more drinking chocolate bean. The leading assortment is background signal burnt umber followed by soluble chocolate. Keywords of necessity, aspirations, demand, offer, purpose, behaviour, market psychiatric hospital trade search is not an train science, and it is not an exact science either. It is closely casting with masses, with their ever-changing needs and desires under(a) the impact of hundreds of factors that ar more or less known. Market analysis shows what populate wish to secure, to consume, or to use up. As a rule, this means something distinguishable from what companies want us to believe, to produce and to sell.It is not enough to moldiness subject peoples needs we should also know peoples desires and aspirations. The primary(prenominal) component of merchandise research is the study of consumer behaviour. The research of consumer behaviour c at a timerns dissimilar attitudes in the process of buying conclusion (e. g. peoples attitude towards information, the pickaxe of the corrupt place, fidelity towards the made, getting a bouncing(predicate) of the price, knowing consumers difficult nature, etc. ). Consumer behaviour is a complex phenomenon and, at the same time, an interdisciplinary field.MATERIALS AND METHODS This stud y aims at looking the hot chocolate bean consumer profile, the dash the choosing and purchasing of the different symbols of deep brown on the market is done, and the way umber made notoriety is determined. The range population consisted of all the people ancient over 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. ). experiment size varies depending on the thrust threshold and on the accepted error.The way the questionnaire was utilize consisted in a field survey, i. e. skeptical people outside the shops. 362 RESULTS AND DISCUSSION At present, consumers are masters of their incomes. Social stratification differentiates incomes and determines significant variations of the consumption social organisation. Knowing the structure of the consumers attitude is a satisfactory opportunity to investigate the causes determining t he espousal or rejection of a produce. The most great means is researching consumers desires. Question no. 1 in our questionnaire, Do you drink coffee? is a filter question. As a result of the answers we got to this question, we could discover that 56% of the people we questioned drink coffee 17% answered hey do not drink coffee at all and 27% answered they only(prenominal) drink coffee sometimes. Thus, the 17 people answering they never drink coffee were removed from the study. The answer to question, How often do you drink coffee? resulted in the succeeding(a) answers 92% of the respondents answered they drink coffee unremarkable while 8% answered they drink coffee occasionally. The answer to the question, Who procures the coffee in your family? showed that it is the homemaker who does it (76% of the cases). As for the question, How often do you purchase coffee? 40% of the respondents answered they purchase it once a calendar month, 28% answered they purchase it double a month, and 20% answered they purchase it alternatively seldom. As for the amount of coffee people purchase, the figure below shows that 40% of the coffee purchasers favor packages of 500 g, while 36% like packages of 250 g (Fig. 1). 40% 40% 36% 35% 30% 25% 20% 16% 15% 8% 10% 5% 0% 250 g 500 g 1000 g More Fig.1. Amount of coffee purchased The answers to question, On what occasion do you purchase coffee?, 72% of the respondents say 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 corner 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 t o 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 capability. Asfor the factors influencing purchase finis, 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 Other specifications.Fig. 2. coffee mades 44% 45% 40% 35% 28% 30% 25% 20% 20% 15% 8% 10% 5% 0% Advertising toll 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 thrust your coffee? , showed that 40% of the respondents answer ed it is at home, 32% answered they become 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 view of their income, 56% of the respondents construct less than 1,000 coronal /month, 20% stimulate between 1,000 and 1,500 coronal /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 revisal to get higher performances, any follow 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 ma rketing operators should use in their studies and shaping of purchase behaviour and consumption behaviour in their stress to better decide how to react are such questions as Who? , When? , How? , How much? , 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, whil e 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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