Consumer preferences for coffee in Belgium

B.Sc. Bc. Markéta Celbová

Master's thesis

Abstract:

The study investigated the extent to which consumer preferences influence coffee consumption in Belgium; the impact of socio-demographics, context-specific elements, and coffee attributes and personal preferences on the coffee consumption pattern; and domino effects of global supply and demand and the threat of substitute products in Belgium. The scope of the study was justified by critical gaps in published research relating to consumer preferences in Belgium, despite the country’s leading role in the global supply chains. The problem in research was addressed through an empirical approach - 28 stakeholders drawn from Elsene and Saint-Josse-Ten-Noode received the questionnaires. The general findings were as follows: consumption was predicted by demographics (income, geography, age, and gender), coffee attributes such as packaging, the nation of origin, smell, taste, and certification and concentration of caffeine. Other important factors were sensory and functional motives, traditions, health beliefs, and connoisseurship. The outcomes drawn from this research adds value to coffee marketing literature by demonstrating the link between consumer preferences and various externalities.

Keywords

consumer preferences, coffee, Belgium, consumption, demand and supply, marketing

Language used: English

Date on which the thesis was submitted / produced: 26. 2. 2021

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / European Agrarian Diplomacy