QUALITATIVE ANALYSIS OF MOTIVATIONAL FACTORS OF TURKISH COFFEE CONSUMPTION

In addition to making marketing decisions in recent years, STEP, (Socio-cultural, Technological, Economic and Political Environment Analyzes) SWOT (Analyzes of Advantages, Weaknesses, Opportunities and Threads) and competitor analyzes, as well as researching and analyzing customert insight, joining the market with the right marketing decisios has become important in determining the success of national and international markets. The aim of this study is to investigate the motivational factors -namely the insights of consumption- effecting consumption of Turkish coffee which is unique to Turkish culture. UNESCO determined Turkish coffee an abstract cultural heritage in 2013. Research of these factors is important in terms of improving the visionary perspective of Turkish coffee brand creators both in the national and international markets or entering and holding onto the market or launching them with appropriate positioning strategies. For this purpose, in-depth interviews were conducted between January and September in 2018 with 33 coffee consumers of all ages, most of them living in Istanbul, Balıkesir and Denizli. Phenomenology pattern was used in the study. Research data were obtained through a semi-structured interview form developed by the researches. As a result of this research, special cooking methods are prominent among those who consume Turkish coffee, sugarless and a little sugary drinking methods are tried due to health factors, especially copper coffee pots and stylish cups are demanded while wooden spoon, low-roasted coffee and ember/coal cooking methods are used. Among the motivational factors of coffee consumption, rather than personal factors; socialication, relaxation, desire to consume coffee with a group, small-talk, consuming as a means of developing communication and also entertainment purposes, desire to consume coffee as a means of commemorating and spending time with old friends emerged as patterns of research.

Keywords

Turkish Coffee, Motivational Factors of Coffee Consumption, Qualitative Research, Consumption Insights.