Nicholas Watson

Document Type

Honors Thesis


Gaining insight into the wants and needs of coffee consumers in a global market is important when serving a diverse population of domestic and international buyers whose needs vary due to culture and background. This work surveyed 200 coffee customers in Dallas and Fort Worth coffee shops. Subjects were given surveys that asked about their coffee drinking habits and satisfaction with recent coffee experiences. Open-ended responses gave insight into buying preferences. The main findings showed that buyers from both domestic and international backgrounds rated taste and customer service as the most important elements in their coffee buying experiences and ethical sourcing of products was the least important element in their coffee buying experiences. Findings also showed that buyers were most dissatisfied with price in their recent coffee buying experiences. Coffee vendors should ensure quality standards with respect to taste and customer service while gauging price sensitivity of local buyers.

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