| Titre : |
How do coffee consumers perceive the Ready-To-Drink Coffee product in the European Market? Their intention to purchase and the factors involved |
| Type de document : |
Mémoire |
| Auteurs : |
Eleonora SARACO, Auteur |
| Année de publication : |
2023 |
| Importance : |
26p. |
| Note générale : |
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| Langues : |
Français (fre) Langues originales : Anglais (eng) |
| Mots-clés : |
Management
THE ET CAFE SECTEUR ; COMPORTEMENT DU CONSOMMATEUR ; INFORMATION DU CONSOMMATEUR
|
| Résumé : |
This paper analyzes the changes in the coffee European market, from the consumer’s new coffee taste to their new needs and requests. It analyzes the new entry possibility of Ready-to-drink coffee In the European market and the factors that can make this product successful in the marketplaceTwo different research methods have been conducted. On one hand, in a quantitative survey to understand the awareness of the product in the European Market; a semi–structured interviews were conducted with 11 different participants living in Europe. The analysis shows a strong positive impact on coffee consumer purchases with the introduction of Ready-to-drink coffee in Europe. Moreover, it shows how a change in the package with a focus on sustainability issues and a change in the product itself, with a preference for a natural product similar to the European coffee flavor could have a positive impact on ready-to-drink coffee sales. In conclusion, consumers in the European market are changing their taste for coffee and their habits in the way of drinking it. Ready-to-drink coffee with the right features could be a new asset for coffee companies in Europe. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581983 |
How do coffee consumers perceive the Ready-To-Drink Coffee product in the European Market? Their intention to purchase and the factors involved / 2023 
