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Specialty Coffee Consumption Amongst Consumers in Gauteng

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Specialty Coffee Consumption Amongst Consumers in Gauteng COPYRIGHT AND CITATION CONSIDERATIONS FOR THIS THESIS/ DISSERTATION o Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. o NonCommercial — You may not use the material for commercial purposes. o ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original. How to cite this thesis Surname, Initial(s). (2012). Title of the thesis or dissertation (Doctoral Thesis / Master’s Dissertation). Johannesburg: University of Johannesburg. Available from: http://hdl.handle.net/102000/0002 (Accessed: 22 August 2017). - Specialty coffee consumption amongst consumers in Gauteng By Roland S. Urwin 201302615 MASTERS DISSERTATION Submitted in fulfilment of requirement for the Degree Of Masters in Tourism and Hospitality Management At the College of Business and Economics School of Tourism and Hospitality Supervisor: Dr H. Kesa Co-supervisor: Mrs E. A. Sao Joao Academic Year: 2018/9 R.S. Urwin Hospitality Management 201302615 ACKNOWLEDGMENTS There are number of people I would like to thank, without whom, this dissertation would not have been possible. Firstly, I would like to thank my God for all the support He has given me and the people He has placed in my life during this year for me to achieve the work I have produced. A big thank you to my two supervisors, Dr Hema Kesa and Mrs Erica Sao Joao, for the continued input, dedication, guidance and mentoring through this research journey. To Juliana van Staden from Statkon for helping me with the questionnaire development and statistical compiling and analyses. To my Mom who never got to see me finish, thank you for always believing in me. To my Father and Brother for their support and advice during the various stages of my work, thank you for your time. To my girlfriend, Kiara, thank you for believing in me and your continued encouragement, motivation, support through to the finish. I would also like to thank the coffee businesses who allowed me time for interviews and for time spent in their business to complete my questionnaires. Thank you to the fieldworkers who assisted me by getting questionnaires completed. Without all of you I would not have any findings and results to show. I would also just like thank everyone else whom I have failed to mention who had a part to play in my Masters Dissertation. Page | ii R.S. Urwin Hospitality Management 201302615 ABSTRACT The coffee industry has been associated with the economic and cultural history of many countries. Since the 20th century the culture of coffee has grown globally with the emergence of the specialty coffee industry in the international hospitality markets. Specialty coffee is now a high quality product of the industry as more attention is given to brewing methods by knowledgeable baristas which has changed consumer behaviour towards artisanal beverages. The specialty coffee trend has also increased in South Africa. This study, therefore, investigates the development and influence of consumer profile and interest in the product in Gauteng, South Africa. A convergent parallel mixed method is used with survey design elements: firstly, quantitative data is gathered using questionnaires for speciality coffee consumers in Gauteng and analysed with descriptive and inferential statistics. Secondly, qualitative data is collected through transcribed interviews with specialty coffee industry experts and analysed using an inductive content analysis. This study finds that the knowledge and positive perceptions of specialty coffee relates to more informed consumers who understand and appreciate the product. In this age of globalisation, travel experiences have added to consumer knowledge and increased demand in the local industry for quality specialty coffee and customer experience. While this has driven improvements to the local product; a gap in knowledge still exists between consumer demand and industry offering. A recommendation of this study is for the specialty coffee industry to emphasise their product development and educating consumers alongside a better consumer specialty coffee experience particularly as consumers in Gauteng are experiencing the African wave of coffee by blending local expectations with global practices. Key Words: Specialty coffee, consumer behaviour, consumption behaviour, coffee, consumer profile Page | iii R.S. Urwin Hospitality Management 201302615 PLAGIARISM DECLARATION I, Roland Urwin, student number 201302615, hereby declare that: I understand what plagiarism entails and am aware of the University‟s policy in this regard. This is my own work. Where someone else‟s work was used (whether form a printed source, the Internet, Intranet or any other source) due acknowledgement was given and reference was made according to the School of Tourism and Hospitality requirements. I did not copy or paste any information directly from an electronic source (Web page, electronic journal, electronic article or CD ROM) into this document. I did not make use of another student‟s previous work and submit it as my own. I did not and will not allow anyone to copy my work with the intention of presenting it as his/her own work. I have read, and fully understand the above points. Signature : _________________________ Date : 2019/07/04_______________ Page | iv R.S. Urwin Hospitality Management 201302615 TABLE OF CONTENTS pg ACKNOWLEDGMENTS ..................................................................................................... ii ABSTRACT ....................................................................................................................... iii PLAGIARISM DECLARATION .......................................................................................... iv LIST OF FIGURES .......................................................................................................... viii LIST OF TABLES .............................................................................................................. ix ABBREVIATIONS AND ACRONYMS ................................................................................ x TERMS AND CONCEPTS ................................................................................................. xi CHAPTER 1: INTRODUCTION ......................................................................................... 1 1.1 Background to the Research .................................................................................... 2 1.2 Problem Statement .................................................................................................. 6 1.3 Research questions ................................................................................................. 7 1.4 Rationale of the study .............................................................................................. 8 1.4.1 Objectives of the study ...................................................................................... 9 1.5 Contribution of study .............................................................................................. 10 1.6 Research Design ................................................................................................... 11 1.6.1 Overview of Samples ....................................................................................... 11 1.6.2 Data collection and analyses ........................................................................... 12 1.7 Outline of the chapters ........................................................................................... 12 1.8 Summary of chapter ............................................................................................... 13 CHAPTER 2: Conceptual and theoretical framework ...................................................... 15 2.1 Introduction ............................................................................................................ 15 2.2 Theory of Reasoned Action .................................................................................... 16 2.3 Theory of Planned Behaviour ................................................................................. 17 2.4 Consumer profile behaviour and factors affecting purchase behaviour ................. 20 2.4.1 Social factors ................................................................................................... 21 2.4.2 Cultural factors ................................................................................................ 22 2.4.3 Personal factors............................................................................................... 22 2.4.4 Psychological factors ....................................................................................... 23 2.5 Five Stage Purchase Decision-making model ........................................................ 24 2.6 Combination of models discussed ......................................................................... 26 2.7 Summary of chapter ............................................................................................... 29 CHAPTER 3: LITERATURE REVIEW ............................................................................. 30 3.1 Introduction ............................................................................................................ 30 3.2 Background of the coffee industry and specialty coffee ........................................
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