Date on Honors Thesis
5-2020
Major
Marketing
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
Abstract/Description
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.
Recommended Citation
Falkner, Lindsey, "An Exploratory Study of Generational Coffee Preferences" (2020). Honors College Theses. 50.
https://digitalcommons.murraystate.edu/honorstheses/50