The Millennials and coffee consumption: the case of Costa Rica
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Abstract
Generation Y seems to be key in the future consumption of coffee. The aim of the study is to determine the reasons behind their coffee consumption. The survey was done via telephone. A group of 395 surveys, composed by 18 to 29 years old interviewees, was segregated from a larger number of surveys. The results show that the most important factors in determining coffee consumption are: gender, energizing effect, brand, price paid and family; and, as sources of information, television, social networks, radio, magazines and family. Aroma and quality are also important to millennials, who are willing to pay for them. Gender is the most important factor, followed by the energizing effect. The health effect is present in a very clear fashion. The millennial consumer seems to seek an experience rather than simple socialization, and this will become a new challenge for the coffee industry in the coming years.
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