Date on Honors Thesis




Examining Committee Member

Dr. Sarah Lefebvre, Advisor

Examining Committee Member

Dr. Yana Andonova, Committee Member

Examining Committee Member

Dr. Ismail Karabas, Committee Member

Examining Committee Member

Dr. Warren Edminster, Honors College Executive Director


This research focuses on generational differences in preferences towards coffee-style beverages. The aim of this research is to provide recommendations to marketers within the saturated coffee industry. An online exploratory study was conducted with two-hundred and fifty-two participants from Amazon Mechanical Turk. The results show that differences exist between the coffee preferences across all generations, especially when it comes to the current trends (e.g., premiumization, convenience, and sustainability). Further, the results reveal several factors that may cause these generational differences. Finally, the study explored several ways that marketers in the coffee industry can appeal to different generations’ preferences, especially utilizing sensory marketing.