Questionnaire Survey on Drinking Habits and Psychological Imageries of Coffee Product Forms

Abstract

Coffee companies have developed and sold various coffee product forms such as coffee beans, ground coffee, drip bag coffee, instant coffee, canned coffee, and liquid coffee, in order to meet consumers’ needs. We conducted a questionnaire survey via the Internet about the relationships among coffee product forms, consumer’s various needs, drinking habits, and psychological imageries. The results indicated that there were relationships among coffee product forms, coffee drinking habits, and consumers’ needs, such as coffee beans and ground coffee used when having time, instant coffee, canned coffee, and liquid coffee consumed when time is limited or between works. The results also showed that there were relationships between coffee product forms and psychological imageries, for example, coffee beans and ground coffee have positive imageries for health than instant coffee, canned coffee, and liquid coffee.