Instant coffee purchasing and consumption habits: A study on consumers in Turkey

Nowadays, the marketing experts try to understand the consumers first while forming their strategies. Today, developing product strategies, the market experts of present day try to understand the customers and they take action according to needs and behaviours of the customer. Thus, according to the research made by Turkey Researches Association, 213 million USD has been spent to market research sector in Turkey on 2013. Each product group has its own consumer group and purchasing behaviour. In this content, purchasing and consuming habits of the instant coffee consumers are examined in this study. In this study, face-to-face research technique and pencil-paper method (PAPI) with 780 persons from the voice groups between 18-45 ages from 12 provinces from each region which represents Turkey. As the result of the analyses the most consumed type of coffee is the 3in1 instant coffee. Three most important reasons for purchasing of 3in1 coffee are that the consistency of sugar and cream mixture, being affordable and being a leading brand in its field. One of the remarkable results is that 97% of the people who use this product did not participate with any kind of raffles. The research shows that TV commercials are the most looked up place for the source of information for this product group. Key words:Instant Coffee, Purchasing habits, Consumption habits