Coffee consumption Essay

Faculty of raise Management, Banats University of Agricultural Sciences and Veterinary Medicine Timisoara, 119 Calea Aradului, Timisoara Romania petz_elenayahoo. com 2 ) Faculty economics Science, University Tibiscus Timisoara, 1/A Daliei St. , Timisoara, Romania Abstract. The deep brown market place is a dynamic market due to the numerous mades, to the wide range of admixtures and to the high occur of tidy sum that argon to a greater extent and more sophisticated. There has been lately a abbreviate toward pre-pack older drinking chocolate, i. e. towards high quality make grow and to larger weight chocolate packages. disrespect the high price of the drinking chocolate bean, Romanians drink more and more cocoa. The leading assortment is ground coffee followed by soluble coffee. Keywords require, aspirations, demand, offer, outgo, behaviour, market INTRODUCTION merchandise research is not an exact science, and it is not an exact science either. It is more or less working with passel, with their ever-changing needs and desires under the impact of hundreds of factors that argon more or less known. Market analysis shows what people wish to obtain, 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 nurture 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 put to work of buying decision (e. g. peoples attitude towards information, the choice of the barter for place, fidelity towards the made, getting aware of the price, knowing consumers difficult nature, and so on ). Consumer behaviour is a complex phenomenon and, at the same time, an interdisciplinary field.MATERIALS AND METHODS This study aims at presenting the coffee consumer profile, the way the choosing and purchasing of t he different types of coffee on the market is done, and the way coffee made notoriety is determined. The target universe consisted of every(prenominal) the people gray 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, and so forth ). Sample size varies depending on the thrust threshold and on the recognized 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. Social social stratification differentiates incomes and determines significant variations of the consumption structure. Knowing the structure of the consumers attitude is a good opportunity 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 drink coffee? is a filter question. As a result of the answers 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 say they never drink coffee were removed from the study. The answer to question, How often do you drink coffee? resulted in the next answers 92% of the respondents answered they drink coffee cursory while 8% answered they drink coffee occasionally. The answer to the question, Who purchases 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 purchase coffee? 40% of the respondents answered they purchase it once a month, 28% answered they purchase it doubly 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 purcha sers prefer packages of euchre 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 gigabyte g More Fig.1. Amount of coffee purchased The answers to question, On what occasion do you purchase coffee?, 72% of the respondents utter they purchase coffee for the daily consumption, while 8% said they purchase coffee for new(prenominal) 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 ad (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 Price forwarding 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 adjudge your coffee? , showed that 40% of the respondents answered it is at home, 32% answered they drive home their coffee with their friends, at coffee shops, on terraces, etcetera, and 28% of the responden ts said they take over 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 to a higher place 65. From the point of view of their income, 56% of the respondents agnize less than 1,000 miscellany /month, 20% earn between 1,000 and 1,500 miscellany /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 corporation needs a strong consumer-oriented marketing strategy. Therefore, it is very important to monitoring device 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 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 consist 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 su permarket, 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. Baker J. M. (1997). trade Societatea Stiintifica si Tehnica S. A. ,Bucuresti Balaure V. (2000) Marketing Ed. Uranus, Bucuresti D emetrescu M. C. (2000) Metode de analiza in marketing Ed. Teora, Bucuresti Foltean Florin (2000) Cercetari de marketing editi a II-a Ed. Mirton, Timisoara Kotler Ph. (1997) Managementul marketingului Ed. Teora, Bucuresti Niculescu Elena (2000) Marketing modern Ed. Polirom, Iasi Pet Elena (2004) Marketing agrar, Ed. Marineasa Pruteanu Stefan, Corneliu Munteanu, Cezar Caluschi Inteligenta. Marketing plus Ed. Polirom 365.