THE STUDY OF SPECIALTY COFFEE CONSUMPTION IN BANGKOK, THAILAND

This study therefore identifies the specialty coffee consumption behavior in Bangkok, Thailand and factors leading to customer satisfaction and customer loyalty that influence the willingness to pay for a cup of specialty coffee despite higher prices than commercial coffee in the mass market. A survey design method was used with quantitative data collected using online questionnaires from a random sample of specialty coffee consumers in Thailand and analyzed with descriptive and inferential statistics.

LIST OF TABLES

Specialty coffee cupping protocols and quality scale 7

INTRODUCTION

Objectives
Specialty coffee defined
Single origin and blends
The development of specialty coffee
Global coffee consumption
Coffee consumption in Thailand
points. This improvement indicates that not only could the Thai coffee market support the living of coffee farmers and the value chain, but it also has the potential to

The second wave began in the 1960s with the advent of globalization; it is also the birth of the specialty coffee market. Another clear point of development of specialty coffee in Thailand is the improvement of Thai coffee beans.

LITERATURE REVIEW

Customer experience
Self gifting
Connoisseurship
Product quality
Perceived value
Customer satisfaction
Loyalty
Willingness to pay
Conceptual Framework

It is the ability of the product to perform its functions that fulfills the expectations of consumers and satisfies them internally and externally (Anwar et al., 2013). Functional or utilitarian value is defined as the expected performance of the product or service (Sweeney & Soutar, 2001).

METHODOLOGY

Research strategy

Sampling plan

FINDINGS

Demographic features of respondents

Gender
Age range
Monthly Income

Respondents’ specialty coffee consumption behavior

Location
Companion
Average specialty coffee consumption per week
Average frequency to visit specialty coffee shop per week
Most preferred specialty coffee choice

Last but not least, the result showed that the most preferred choice of specialty coffee was americano, which accounted for 34.4% of the total sample, followed by latte, which was 23.9%, drip coffee with 21.7%, and after cappuccino, espresso and cold drink. which were 4%, respectively.

Customer Satisfaction

Descriptive Statistic & Reliability Test
Differences among gender
Differences between location
Differences between average specialty coffee consumption per week

For gender, significant differences are found in the attribute “My expectations came true after consuming special coffee” (F = 6.865; ANOVA Sig. = 0.001). The other characteristic with a significant difference is: “My overall experience consuming specialty coffee exceeds my expectations” (F = 3.640; ANOVA Sig.

Product Quality

Differences among monthly income
Differences between average frequency to visit a specialty coffee shop per week
Differences between respondents’ most preferred specialty coffee choice

ANOVA Say. = .024) reveals that respondents who only consume specialty coffee in the coffee shop (x̄ = 3.96) care less about the origin of the coffee bean than those who consume both at home and the coffee shop (x̄ = 4.27). Forward, the fourth characteristic, which is "I prefer coffee with designation of origin specialty coffee" (F = 3.823; ANOVA Sig.

Connoisseurship

Differences between average frequency to visit specialty coffee shop per week

The following: "I am able to distinguish the tastes of different coffee flavors, acidity and body" (F = 4.349; ANOVA Sig. = 0.014), the result of which is that respondents who drink specialty coffee both at home and in a cafe (x̄ = 4.12) are better in differentiating the taste of coffee than those who only enjoy specialty coffee in a cafe (x̄ = 3.84). ANOVA Sig. = .003) means that respondents who drink specialty coffee both at home and in a cafe (x̄ = 3.96) are more knowledgeable about coffee and will try to master their skills when they have a change compared to respondents who .

Self Gifting

Differences among age group

The result shows that the attribute with the highest average score is “When I feel good, I will buy a cup of good specialty coffee to maintain my positive mood” (x̄ = 3.68) followed by. Third, the result from “I enjoy special coffee as a gift to myself to make a special occasion more memorable – self-gift/celebration” (F = 6.617; ANOVA Sig. = 0.001) shows that women (x̄ = 3.52) spend more on special coffee to celebrate special occasions like men (x̄ = 3.02). While the findings for self-gifting as a reduction in negative mood show that respondents aged 18-25 (x̄ = 3.63) were more likely to buy a cup of good specialty coffee as a gift to cheer themselves up compared to respondents aged 26 - 35 years. years (x̄ = 3.02).

To conclude, respondents aged 18-25 consume specialty coffee as positive reinforcement and to reduce negativities the most among different age groups.

Willingness to pay

Differences between companion

I am willing to pay more because consuming specialty coffee helps me gain social acceptance. I prefer to drink specialty coffee, even if another type of coffee costs me a lower price. Moreover, the outcome is 'I prefer to drink special coffee, even if a different type of coffee costs me a lower price'.

I prefer to consume specialty coffee, even if other types of coffee cost me a lower price”.

Perceived Utilitarian Value

Differences between respondents most preferred specialty coffee choice

It was found that one characteristic that shows a significant difference between men and women is how much they care about the amount of caffeine in the specialty coffee they purchase (F = 8.496; ANOVA Sig. = 0.000). The results confirm that women (x̄ = 3.56) pay more attention to the amount of caffeine in the specialty coffee they buy than men (x̄ = 3.01). Regarding location, a significant difference was found in one attribute: I care a lot about the taste of the specialty coffee I buy (F = 4.755; ANOVA Sig. = .009).

The attribute “I care a lot about the taste of the specialty coffee I buy” (F = 4.027; ANOVA Sig. = 0.001) was where the first significant difference was discovered.

Perceived Hedonic Value

Differences among age group

According to the findings, all 5 attributes of perceived hedonic value showed a significant difference between different amounts of specialty coffee consumption in one week. Third, those who consume 1-2 cups of specialty coffee per week (x̄ = 4.20) are less likely to agree with this statement. The fourth attribute revealed that respondents who consume more than 10 cups of specialty coffee per week (x̄ = 4.41) consider coffee drinking to be a lifestyle (F = 3.311;.

Finally, the findings also confirm that respondents who chose drip coffee (x̄ = 4.67) are more likely to continue buying specialty coffee (F.

Attitudinal Loyalty

Descriptive Statistic & Reliability Test Table 4.17 Attitudinal Loyalty
Differences among companion

Finally, the findings also confirm that respondents who chose drip coffee (x̄ = 4.67) are more likely to continue buying specialty coffee (F = 2.753; I prefer specialty coffee to all other types of coffee, such as commercial coffee, ground coffee, coffee capsule , etc. The result shows that the attribute with the highest mean score is “I am willing to pay more than any other coffee to enjoy specialty coffee” (x̄ = 4.19), followed by “ I prefer specialty coffee to any other type of coffee such as commercial coffee, ground coffee, coffee capsule, etc.” (x Despite many other coffee choices, I am committed to specialty coffee).

First, the findings from “I am not going to switch to another type of coffee, even though there are many options such as commercial coffee, ground coffee, coffee capsule, etc.” (F=3.055; .ANOVA Sig.=.028) showed that respondents who consume 6-10 cups of specialty coffee per week (x̄ = 3.69) agree most with the stated statement and have a significant difference with respondents who 1- 2 cups of specialty coffee per week (x̄ = 3.19).

Behavioral Loyalty

ANOVA sig. = .036) also reinforce that respondents who consume specialty coffee both at home and in the coffee shop (x̄ = 4.28) are more likely to repeat their purchase compared to those who consume only in the coffee shop (x̄ = 3.99) . Regarding the amount of specialty coffee consumed per week, all characteristics were found to differ significantly. Finally, the findings indicated that respondents who consume more than 10 cups of specialty coffee per week (x̄ = 4.65) tend to be more likely to recommend specialty coffee to their friends (F = 8.812; ANOVA Sig.

Based on the results, respondents who preferred drip coffee (x̄ = 4.65) have a higher chance of continuing to buy over specialty coffee (F.

Regression Analysis

Model 1: Influence on ‘Customer Satisfaction’
Model 2: Influence on ‘Attitudinal Loyalty’
Model 3: Influence on ‘Behavioral Loyalty’
Model 4: Influence on ‘Willingness to pay’ part 1
Model 5: Influence on ‘Willingness to pay’ part 2

All independent variables, including self-giving (Sig.=.006), product quality (Sig.=<.001), perceived utilitarian value (Sig.=.007), and perceived hedonic value (Sig.=.002) showed that have a positive influence on customer satisfaction, except for connoisseur. However, there are only 3 independent variables from the model that influence attitudinal loyalty, which are connoisseurship (Sig.=<.001), perceived utilitarian value (Sig.=<.001) and perceived hedonic value (Sig.=<.001) ) . There are 5 independent variables that revealed a relationship with willingness to pay, including customer satisfaction (Sig.=<.001), product quality (Sig.=<.001), attitudinal loyalty (Sig.=< .001) self-gift (Sig.=<.001) Sig.=<.001), and perceived utilitarian value (Sig.=.005).

Moreover, the result also shows that all independent variables, including customer satisfaction (Sig.=<.001), attitudinal loyalty (Sig.=<.001) and behavioral loyalty (Sig.=.004), influence willingness to pay. where customer satisfaction (beta=.360) is the most impactful variable, followed by attitudinal loyalty (beta=.310) and then behavioral loyalty (beta=.153).

DISCUSSION

Customer Satisfaction
Product Quality
Connoisseurship
Self-gifting
Willingness to pay
Perceived UtilitarianValue
Perceived Hedonic Value
Attitudinal Loyalty
Behavioral Loyalty
Conclusion
Recommendations
Limitations
Future research directions

The results show that consumers who both brew their own specialty coffee at home and buy it in the coffee shop are more likely to continue purchasing their specialty coffee than normal customers. Moreover, the findings also support that consumers who brew and consume specialty coffee every day are more. Furthermore, the findings also indicate that women are willing to pay higher prices for specialty coffee than men or alternatives.

In addition, consumers who brew their own specialty coffee at home are also more willing to spend on specialty coffee.

Growing specialty coffee: one. survey of specialty coffee consumers in Gauteng. Knowledge consumption and market evolution: an institutional theory perspective on specialty coffee growth. Protecting 'single origin coffee' within the global coffee market:. the role of geographical indications and trademarks.

The rise of specialty coffee: a survey of specialty coffee consumers in Gauteng.

APPENDICES Appendix A

ANOVA

Gender

If my self-esteem has been low for a while, I buy a cup of good specialty coffee as a gift to cheer myself up. I'm willing to pay more for a specialty. I am willing to pay more for my favorite coffee brand.

Post Hoc Tests

I am knowledgeable about coffee and will try to gain more coffee knowledge if I get the chance by reading coffee related books or talking to professional baristas.

Age range

When my self-esteem has been low for a while, I would buy a nice cup of specialty coffee as a gift to cheer up.

Location

I belong to the community of coffee drinkers, I meet and befriend people with the same field of interest. I belong to the community of coffee drinkers, I meet and befriend people with the same field of interest.

Companion

Average specialty coffee consumption per week

I am willing to pay more because consuming specialty coffee helps me gain social acceptance. even if a different type of coffee cost me a lower price. I won't switch to another type of coffee even though there are many options like commercial coffee, ground coffee, coffee capsule etc. I won't switch to another type of coffee even though there are many options like.

I would not switch to another type of coffee even though there are many options such as commercial coffee, ground coffee, coffee capsule, etc.

Average frequency of specialty coffee shop visit per week

Coffee Choice

I had a good time when I could enjoy special coffee. not because I had to, but because I want to. I am knowledgeable about coffee and will try to gain more coffee knowledge when I the.

Appendix B Questionnaire Survey

Are you a coffee drinker?

If you have the choice, where would you prefer to purchase your coffee?

PERSONAL INFORMATION 1. Gender

Where do you normally consume specialty coffee?
Who do you normally enjoy specialty coffee with?
How many cups of specialty coffee do you drink on average per week?
Generally speaking, how often do you visit a specialty coffee shop?
What is your most preferred specialty coffee choice?

CUSTOMER SATISFACTION (1= Strongly Disagree, 5 = Strongly Agree)

I am satisfied with my decision to purchase and
I think my decision to purchase specialty coffee is a wise one
My expectations have been fulfilled after consuming specialty coffee
I am satisfied with the product value to price
My overall specialty coffee consumption experience goes beyond my expectations

PRODUCT QUALITY (1= Strongly Disagree, 5 = Strongly Agree)

Specialty coffee has better flavor and aroma to me
Specialty coffee offer me more diverse selection of coffee beans and brewing methods
I like to explore different varieties of coffee
I prefer coffee with denomination of origin specialty coffee
It is worthwhile to pay a bit more for specialty coffee, because you get better quality
All things considered, I would say specialty coffee has excellent overall quality compared to

CONNOISSEURSHIP (1= Strongly Disagree, 5 = Strongly Agree)

I am curious about where my coffee comes from
I am able to differentiate the taste of different coffee flavors, acidity, and body
I am knowledgeable about coffee and will try to gain more coffee knowledge when I have the chance
I belong to community of coffee drinkers, I meet and become friend with people with same area of

SELF GIFTING

I consume specialty coffee to reward myself for
I consume specialty coffee as a gift for myself to make a special occasion more memorable. Self-
When my self-esteem has been low for some time, I would buy a cup of good specialty coffee as a
When I feel good about myself, I will purchase a cup of good specialty coffee to maintain my positive

WILLINGNESS TO PAY (1= Strongly Disagree, 5 = Strongly Agree)

I am willing to pay more for specialty coffee 1 2 3 4 5 7.2 I am willing to pay more for my prefer specialty
I am willing to pay more for my prefer sensor characteristics
I am willing to pay more for higher bean quality 7.5 I am willing to pay more because the consumption of

PERCEIVED UTILITARIAN VALUE (1= Strongly Disagree, 5 = Strongly Agree)

I care a lot about the flavor of the specialty coffee
I care a lot about the amount of caffeine in the specialty coffee that I purchase
I can’t function without coffee in the morning 8.4 I think price of specialty coffee fits the benefits I got

PERCEIVED HEDONIC VALUE (1= Strongly Disagree, 5 = Strongly Agree)

Specialty coffee gives me pleasure
I had a good time when I got to enjoy specialty coffee
Coffee drinking is a lifestyle
I continue to purchase specialty coffee, not because I had to, but because I want to

ATTITUDINAL LOYALTY (1= Strongly Disagree, 5 = Strongly Agree)

I will not switch to another type of coffee even though there are lots of options such as commercial
I prefer specialty coffee over any other types of coffee such as commercial coffee, ground coffee,
I am willing to pay more than any other coffee to consume specialty coffee
I am committed to specialty coffee despite many other coffee choice
I am proud to become specialty coffee consumer

BEHAVIORAL LOYALTY (1= Strongly Disagree, 5 = Strongly Agree)

I will consume specialty coffee in the future 1 2 3 4 5 11.2 I wish to continue purchasing over specialty coffee
I will fulfill the desire for the next purchase 11.4 I will consider specialty coffee as first choice to
I will recommend specialty coffee to my friends