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T. C. Istanbul Aydin University Institute of Graduate Studies T. C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF GRADUATE STUDIES ANALYZING THE FACTORS AFFECTING COFFEE CONSUMPTION BEHAVIOR IN TURKEY, A STUDY ON 3RD GENERATION COFFEE SHOP CONSUMERS Thesis Mohammad Yama KARIMI Department of Business Business Administration June, 2019 T. C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF GRADUATE STUDIES ANALYZING THE FACTORS AFFECTING COFFEE CONSUMPTION BEHAVIOR IN TURKEY, A STUDY ON 3RD GENERATION COFFEE SHOP CONSUMERS Thesis Mohammad Yama KARIMI (Y1712.130104) Department of Business Business Management Program Thesis Advisor: Assoc.Prof. İlkay KARADUMAN June, 2019 ii iii iv DECLARATION I hereby declare that this dissertation is carried out by me and is my own original work and has not been submitted before to any institution for assessment purposes. Further, I have acknowledged all sources used and have cited these in the reference section. Mohammad Yama KARIMI June, 2019 v vi To My Wife, Family, Thesis Supervisor, as well as Friends vii viii FOREWORD First and foremost, I would like to thank Allah the Almighty for giving me the opportunity, strength, knowledge, and ability to carry out this research and to complete it satisfactorily. Without his blessings, this achievement would not have been possible. My joy knows no bounds in expressing my appreciations to my father who has always supported me with his advice and blessings, and my compassionate mother, brother, sister, and my sister-in-law for their love and encouragement. I would also warmly thank my parent-in-law for their spiritual support. I thank the very special friends who have accompanied me throughout my two-year journey. I would like to express my sincere gratitude to my thesis adviser Assoc.Prof. İlkay KARADUMAN for his constructive criticisms, valuable insights and helpful comments. It is with through his guidance and precious help that made writing this dissertation possible. Last but by no means least, I dedicate this thesis to my lovely wife. During this journey I was away, hence I truly missed you. Without your love, understanding and support I would not have been able to finish this thesis. Thank you. ix x TABLE OF CONTENT Page FOREWORD ............................................................................................................. ix LIST OF TABLES .................................................................................................. xiii LIST OF FIGURES ................................................................................................. xv ABBREVIATIONS ................................................................................................. xvi ÖZET ....................................................................................................................... xvii ABSTRACT ............................................................................................................. xix 1. INTRODUCTION .................................................................................................. 1 2. LITERATURE REVIEW ...................................................................................... 9 2.1. Coffee Consumption in Turkey ....................................................................... 10 2.1.1. Turkish method of preparing and serving the coffee ................................. 11 2.1.1.1 Roasting process ................................................................................. 15 2.1.1.2 Grinding process ................................................................................. 16 2.1.1.3 Brewing process ................................................................................. 16 2.1.1.4 Turkish tradition of serving coffee .................................................... 17 2.1.1.5 Roasting and cooling paraphernalia ................................................... 18 2.1.1.6 Grinding and pounding paraphernalia ................................................ 19 2.1.1.7 Storing paraphernalia.......................................................................... 19 2.1.1.8 Brewing paraphernalia........................................................................ 20 2.1.2. Rituals attached to the coffee in Turkey .................................................... 21 2.1.3. Coffee consumption in Turkish daily life .................................................. 22 2.1.4. The Yemen conquest by Ottoman Empire: coffee turned into an imperial beverage .............................................................................................................. 23 2.1.5. Coffee, a significant beverage in the Imperial Palace ............................... 24 2.1.6. The spread of coffee through the turkish community ............................... 25 2.1.7. Coffee houses in Turkey ............................................................................ 28 2.2. Factors Affecting Consumption Behavior ....................................................... 30 2.2.1. Factors affecting coffee consumption behavior ........................................ 31 2.2.1.1 Sensory appealingness implication ..................................................... 33 2.2.1.2 Quality of service implication ............................................................. 34 2.2.1.3 Perceived concerns regarding health implication ............................... 36 2.2.1.4 Perceived values regarding hedonic implication................................. 37 2.2.1.5 Subjective norm implication ............................................................... 38 2.2.1.6 Product packaging together with branding implication ...................... 39 2.2.1.7 Protection of environment implication ............................................... 40 2.2.3. Factors affecting coffee consumption behavior in Turkey ....................... 42 2.3. The Evolution Process of Coffee and Coffee Shops ....................................... 43 2.3.1. First generation coffee ............................................................................... 45 2.3.1.1. Folgers ................................................................................................ 46 2.3.1.2. Vacuum packaging ............................................................................. 46 2.3.1.3 Instant coffee ....................................................................................... 47 2.3.1.4. Mr. Coffee .......................................................................................... 47 2.3.2. Second generation coffee........................................................................... 47 2.3.2.1. Starbucks ............................................................................................ 48 2.3.3. Third generation coffee as well as third generation coffee shops ............. 50 3. RESEARCH METHODOLOGY ....................................................................... 57 3.1. Research Philosophy ....................................................................................... 57 3.2. Research Design .............................................................................................. 58 xi 3.3. Data Collection ............................................................................................ 59 3.3.1. Types of data collected .............................................................................. 59 3.3.2. Methods of data collection ......................................................................... 60 3.3.2.1. Collection of secondary data .............................................................. 60 3.3.2.2. Collection of primary data .................................................................. 61 3.4. Population and Sample Selection .................................................................... 61 3.4.1. Population ................................................................................................. 61 3.4.2. Sample size ............................................................................................... 61 3.4.3. Sample selection ....................................................................................... 62 3.4.3. Response rate ............................................................................................ 62 3.5. Research Instruments ....................................................................................... 62 3.5.1. Questionnaire design ................................................................................. 63 3.6. Ethics ............................................................................................................... 65 3.7. Research Limitations ....................................................................................... 65 3.8. Data Analysis ................................................................................................... 65 3.9. Reliability ........................................................................................................ 66 3.10. Statistical Methods ........................................................................................ 67 4. RESEARCH RESULTS AND ANALYSIS........................................................ 69 4.1. Reliability ........................................................................................................ 70 4.2. Demographic Data Analysis ............................................................................ 70 4.3. Independent and the Dependent Variables Analysis. ...................................... 75 4.4. Hypothesis Testing .........................................................................................
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