Consumption Habits and Brand Loyalty of Belgian Coffee Consumers
Abstract
:1. Introduction
2. Materials and Methods
2.1. Survey Construction
2.2. Measures
2.2.1. Habits of Coffee Consumption
2.2.2. The Consumption of Different Types of Coffee
2.2.3. Brand Most Consumed and Loyalty Measures
2.2.4. Reasons of the Brand Selection
2.2.5. Comparison with a Previous National Field Survey
2.2.6. Other Measures
2.3. Statistical Tests
3. Results
3.1. Composition of Participant’ Population
3.2. Coffee Consumption Habits and the Factors Influencing Them
3.3. Number of Cups of Coffee Consumed per Day
3.4. Consumption of Different Types of Coffee
3.5. Coffee Brands Most Consumed
3.6. Degree of Loyalty to Usual Brand
3.7. Reasons for Choosing Usual Brands
4. Discussion
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Consumption Survey Regarding Coffee and Tobacco Consumption to Determine the Level of Exposure to Furan and Methylfurans
Dear Participant, The objective of the study is to determine the level of exposure to furan and methylfurans through coffee and tobacco consumption. The survey will consist of answering a 10 to 15 min questionnaire related to your coffee and tobacco consumption habits. This study is being carried out by the Universities of Liege and Ghent. By taking part in this study, you acknowledge that you have read and understood the information on the study below. Please ensure you have read and understood this information before continuing. Participation is open to persons aged 18 or older, residing in Belgium, and belonging to the University of Liege or Ghent as staff or student. It is entirely voluntary and anonymous. The data will be collected and analysed by the Unit of Research in Epidemiology and Risk Analysis. Your data might be shared, but they will be completely anonymous, and it will not be possible to identify you individually from your answers. If you are concerned about this study or about the manner your data are processed, or if you wish to contact us about your rights, please first contact Prof. Claude Saegerman at the following address: [email protected] | ||
Code | Question (EN) | Attributes |
Sociodemographic characteristics | ||
G1 | In which university are you working or studying? |
|
G2 | What is your gender? | Male/Female/Other |
G3 | How old are you? |
|
G4 | Are you: |
|
Coffee consumption | ||
C1 | How frequently do you drink coffee? |
|
C2 | If ‘daily’: How many cups of coffee do you drink everyday: | |
C2a | At home? | |
C2b | At the office? | |
Brand loyalty | ||
B1 | Do you consume usually a particular type of coffee product (e.g., beans, grounded, instantaneous) | |
B1a | At home? | Yes/No/I don’t know |
B1b | At the office? | Yes/No/I don’t know |
(If yes to B1a), Which type of coffee product do you consume at home (the most frequently)? |
| |
(If yes to B1b), Which type of coffee product do you consume at the office (the most frequently)? | ||
B2 | Do you usually consume a particular brand of coffee? | |
B2a | At home? | Yes/No/I don’t know |
B2b | At the office? | Yes/No/I don’t know |
(If yes to B2a), What brand of coffee do you consume usually at home? | Exhaustive list to provide as a drop-down menu + ‘I do not know’ and ‘Other’ | |
(If yes to B2b), What brand of coffee do you consume usually at the office? | ||
B3 | To what extent are you committed to your regular brand of coffee? |
|
B4 | In choosing your usual brand, what is the importance of each of the following criteria? Attribute number from 0 to 5 to each criterion with ‘0’ if not considered at all and ‘5’ if the criterion is determinant by itself | |
Healthy product | Scale from 0 to 5 (+option ‘I do not know’) with ‘0’ if not considered at all and ‘5’ if determinant | |
Price | ||
Taste | ||
Packaging | ||
Caffeine level | ||
Organic origin | ||
Fair trade | ||
Tradition/habit | ||
Local origin | ||
No choice (e.g., at work) | ||
B4a | Is there any important criterion used to choose your brand which had not been listed in the previous question? | Yes/No |
B4b | (If yes to B4a), Please specify what they are | |
Tobacco consumption | ||
T1 | Do you smoke (daily or occasionally)? | Yes/No |
T2 | (If yes to T1) How frequently? |
|
T3 | (If yes to T1)What do you smoke? |
|
Thank you for your participation in this survey. If you are concerned about this study or about the manner in which your data are processed, or if you wish to contact us about your rights, please first contact Prof. Claude Saegerman at the following address: [email protected] |
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Coffee Type | Place of Consumption | |
---|---|---|
Work (n: 922) | Home (n: 1560) | |
Ground coffee (ground, capsules, pads, and filters) | 530 (57.5%) | 1015 (65.1%) |
Coffee beans | 310 (33.6%) | 483 (31.0%) |
Instant coffee | 67 (7.3%) | 57 (3.6%) |
Coffee substitutes | 3 (0.3%) | 5 (0.3%) |
Liquid coffee | 12 (1.3%) | 0 |
Packages of Ground Coffee | Place of Consumption | |
---|---|---|
Work (n: 529) | Home (n: 1014) | |
Bags | 200 (37.8%) | 478 (47.1%) |
Capsules | 144 (27.2%) | 280 (27.6%) |
Pads | 133 (25.1%) | 186 (18.3%) |
Filters | 43 (8.1%) | 57 (5.6%) |
Several types of packaging | 9 (1.7%) | 13 (1.3%) |
Place | Loyalty Categories | ||||
---|---|---|---|---|---|
A Little | A Lot | Fully | Not at All | Somewhat | |
At home n: 1152 | 189 (16%) | 379 (33) | 125 (11%) | 121 (11%) | 338 (29%) |
At work n: 577 | 103 (18%) | 170 (29) | 46 (8%) | 95 (16%) | 163 (28%) |
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Alsafra, Z.; Renault, V.; Parisi, G.; Scholl, G.; Meulenaer, B.D.; Eppe, G.; Saegerman, C. Consumption Habits and Brand Loyalty of Belgian Coffee Consumers. Foods 2022, 11, 969. https://doi.org/10.3390/foods11070969
Alsafra Z, Renault V, Parisi G, Scholl G, Meulenaer BD, Eppe G, Saegerman C. Consumption Habits and Brand Loyalty of Belgian Coffee Consumers. Foods. 2022; 11(7):969. https://doi.org/10.3390/foods11070969
Chicago/Turabian StyleAlsafra, Zouheir, Véronique Renault, Gianni Parisi, Georges Scholl, Bruno De Meulenaer, Gauthier Eppe, and Claude Saegerman. 2022. "Consumption Habits and Brand Loyalty of Belgian Coffee Consumers" Foods 11, no. 7: 969. https://doi.org/10.3390/foods11070969