• English
    • Welsh
  • English 
    • English
    • Welsh
  • Login
Search DSpace:
  • Home
  • Research at Cardiff Met
  • Library Services
  • Contact Us
View item 
  • DSpace home
  • Cardiff School of Management
  • Taught Degrees (Management)
  • Undergraduate Degrees (Management)
  • View item
  • DSpace home
  • Cardiff School of Management
  • Taught Degrees (Management)
  • Undergraduate Degrees (Management)
  • View item
JavaScript is disabled for your browser. Some features of this site may not work without it.

An Exploratory, Qualitative Evaluation of Consumer's Perceptions and Attitudes towards Ethiopian Coffee: a Study of Cardiff Metropolitan University Students

Thumbnail
View/open
Dissertation_Mateffyova_Final.docx.pdf (482.0Kb)
Author
Mateffyova, Zuzana
Date
2014
Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item record
Abstract
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.
URI
http://hdl.handle.net/10369/6565
Description
BA (Hons) International Business Management
Collections
  • Undergraduate Degrees (Management) [545]

Related items

Showing items related by title, author, subject and abstract.

  • Thumbnail

    An Evaluation of the Food Safety Related Anxiety Levels Prevalent Among the Consumers of the Republic of Macedonia 

    Bajev, Sinisha (University of Wales Institute Cardiff, 2012)
    Recently, the interest in food risk has grown a lot and varieties of researches have been done in the view of Food-Related Risks. Particularly, they are concerned in the consumer anxieties over food scares, food security ...
  • Thumbnail

    A critical analysis of consumer attitudes and perceptions towards advertising methods employed by sporting goods manufactures: a focus on Cardiff Metropolitan undergraduate students aged 18-23. 

    Jenkins, Adam (Cardiff Metropolitan University, 2014)
    The purpose of this research was to investigate student consumer attitudes and perceptions towards sports product advertisements. The study aimed to investigate the general attitudes and perceptions towards sports product ...
  • Thumbnail

    Subliminal Advertising and its Impact on Motivating and Affecting Consumers’ Buying Behavior 

    Kuzmanova, Pavlina (Cardiff Metropolitan University, 2012)
    The present dissertation aims at determining whether subliminal advertising affects consumers’ buying behavior. The research examines the relationship between feeling response to advertising and attitude toward advertising ...

Browse

DSpace at Cardiff MetCommunities & CollectionsBy issue dateAuthorsTitlesSubjectsThis collectionBy issue dateAuthorsTitlesSubjects

My Account

Login

Statistics

Most Popular ItemsStatistics by CountryMost Popular Authors

DSpace software copyright © 2002-2015  DuraSpace
Contact us | Send feedback | Administrator