An Exploratory, Qualitative Evaluation of Consumer's Perceptions and Attitudes towards Ethiopian Coffee: a Study of Cardiff Metropolitan University Students
Author
Mateffyova, Zuzana
Date
2014Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
To this day, an in-depth literature investigating the Ethiopian coffee sector is very
scarce. The main purpose of this research was to gain an insight into consumer
attitudes and perceptions towards Ethiopian coffee. This study evaluated the
degree of influence that attributes, such as country of origin, brand image
associations and product differentiation have on the perceptions and attitudes of
consumers in a developed country. Through theoretical background and critical
review of the literature, key assumptions were formed. Subsequently, an
empirical research was carried out among students of Cardiff Metropolitan
University. The method employed in data collection was of an inductive,
exploratory and qualitative nature.
The findings of this research suggested that coffee is perceived as lowinvolvement
product, where consumers invest little to no effort in its consideration
and that the awareness of Ethiopian coffee is very low. Furthermore, the data
revealed that the country of origin effect was adverse, i.e. negative country image
induced positive attitudes towards the product. Brand image associations, such
as Fairtrade, have a positive impact upon attitudes and perceptions of
participants involved. Finally, the most important factors exerting an influence on
perceptions and attitudes of students are the price and the taste of the product as
well as its retailer.
Naturally, this study also has its limitations, which should be addressed in the
future. Firstly, the sample was restricted to students of Cardiff Metropolitan
University and thus the results provide limited universal validity. Secondly, the
attitudes and perceptions of individuals are difficult to analyze and measure thus
the results are affected by the subjective view of the researcher. Perhaps, future
research should verify these results using a quantitative method.
Description
BA (Hons) International Business Management
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