Ever had a sudden desire to buy a new flavor of the best quality coffee. Only to wonder a week later, why did you even purchase them in the first place? Is it because of their looks, unique appearance, or anything else that influenced your purchase behavior towards coffee.
If you are also looking for answers about consumer behavior towards coffee, this post is a must-read for you. Here in this post, we will discuss common factors that affect consumer purchasing behavior towards coffee.
Factors Influencing Consumer Behavior Towards Coffee
You might wonder why knowledge of consumer purchase behavior is important for you?
Well, if you own a coffee business, then a keen understanding of all these factors will allow you to connect with your customers on an emotional basis. With this, they can build a long-lasting bond with your customers and serve them better. On the other hand, as a coffee consumer, you need to understand your purchase behavior to make better decisions.
Irrespective of which category you fall in, understanding purchase behavior towards coffee is in your best interest.
When making a purchase, human psychology becomes an integral factor that directly impacts customer purchase behaviour towards coffee. To understand psychology, let’s have a look at a few integral factors:
Motivation is one of the most important factors influencing a consumer’s coffee behavior. According to Maslow’s theory, human needs can be broken down into five different levels:
- Psychological needs
- Safety needs
- Social needs
- Esteem needs
- Self-actualization needs.
Knowingly or unknowingly, a coffee consumer prioritizes basic requirements and security (health) needs.
The perception of a coffee consumer is based on the information they have gathered about the coffee brand or product. Advertisements, reviews, feedback, or online promotions play a virtual role in changing customers’ perceptions and shaping their purchasing decisions.
Every time consumers purchase a product; they learn more about it through experience. Customers learn more about a product based on their personal experience, product reviews, and description.
Humans are social animals. Therefore, purchasing decisions are directly impacted by the people around. Humans have a constant need to fit in with their surroundings. That’s why we are more inclined to buy products that give them a sense of belonging to their surroundings.
Family plays a major role in impacting consumers’ purchasing behaviour towards coffee. Most consumers are inclined toward coffee products from brands they have seen while growing up.
In addition to the family, references from groups, including office, schools, and clubs, plays a major role in influencing a customer’s purchasing decision.
Customers’ behaviour depends upon the geographical area and culture they have grown in. Consciously or subconsciously, consumer behaviour is greatly affected by the culture they have grown in and followed. Thus, for coffee brands, it’s important to understand the culture of the target user base and cater products as per their needs.
Regional or family culture
The culture of an individual relates to their consumption habits and wants behaviour. It is observed that the consumption habits and behaviour of persons in the same region are somewhat similar.
The region can be further divided into nationalities, caste, and geographies. These sub-regional groups have their own culture, beliefs, and consumption habits. Knowingly or unknowingly, they make purchase decisions based on values and beliefs.
Our world is divided or defined by some form of social class. Individuals’ social class is their family background, occupation, education, and geographic location. These individuals make similar purchase decisions that give them a sense of belonging.
4. Personal or Individual
In addition to the abovementioned factors, a consumer’s personality directly impacts purchasing decisions. Let’s look at these factors and how they vary from one individual to another.
A person’s age clearly defines their purchase preference and whether they can be a potential target audience for a brand. Teenagers are more inclined to try new things and do things that are trending. On the other hand, middle-aged people are less likely to connect with a new brand or product.
The income of an individual directly impacts the products or brands they purchase. Individuals with higher income purchase luxurious brands and vice versa. For this reason, coffee brands offer luxurious and basic coffee products to serve wide audiences.
You might find it odd that an individual’s occupation dictates their purchase preference and decisions. Consumers purchase products that are relevant or suitable for their profession. A salaried person might choose differently than an entrepreneur or an artist.
An individual way of living is one of the most important parts of one’s personality that controls their purchase decision. A person who follows a fixed diet plan or looking for a healthy food option is inclined toward the best quality coffee with health benefits.
5. Economic Condition
Last and not least, the economic condition of a country impacts consumer buying decisions. A consumer in a developed economy has plenty of coffee brands and varieties available. A healthy economy means strong purchasing power. On the contrary, weak economic conditions mean weak economic power.
Per Capita Income
The per capita income dictates the amount of money they will spend and the goods or services they consume. Best quality coffee brands understand and market products that perfectly meet and fit their customers’ budgets.
When it comes to credit, it is usually associated with credit provided to sellers via banks or financial institutions. However, credit facilities also increase consumer purchase power and are more likely to invest in coffee products offering higher health benefits. On the contrary, low consumer credit would result in the opposite.
The savings of an individual have a direct impact on their purchasing behaviour. If an individual chooses to save money for a certain period, they will spend less during that duration. Higher savings directly impact their purchasing power and the products they will invest in, basic or necessary goods and services.
When people expect their income to rise in the future, it directly impacts their purchasing behaviour. A person is likelier to invest in the best quality coffee with greater health benefits. On the other hand, if a person’s income is likely to decline for any reason, it will negatively impact their purchase behaviour.
Whenever you are at a supermarket buying the best quality coffee or grocery, all the above factors weigh while making a purchase decision. Carefully analyze every purchase decision you have made in the past. You will realize the above-mentioned factors steer those purchase decisions.
Hopefully, now you know why you purchased “new flavor coffee” in the first place. Big coffee brands leverage these factors to devise a marketing strategy that boosts sales and allows them to better connect with their target audience.
We hope this post has given you some idea about consumer behaviour towards coffee.