Reasons of consumers' preference in coffee consumption and their reflections on social media

The consumption behavior that started with the birth of human has evolved over time. Although this behavior was intended to satisfy physiological needs at the beginning, the use of developing technology, internet and social media brought product diversity, which moved consumption beyond physiological needs and brought it to a whole new level. Coffee, which is at the highest level in terms of product diversity, is at the center of consumption behavior today. In this respect, the aim of the study is to examine the coffee preferences of consumers and their reflections on social media. For this purpose, the study was conducted on the customers of coffee chains and local coffee shops located in Menteşe district of Muğla. Data, collected through in depth interview, was analyzed with content analysis. According to the findings of the study, the aroma of coffee, the practicality of its preparation, whether it is hard or soft and the amount of caffeine were found to be the most important factors in determining the coffee type preferences of consumers. In addition, it is seen that consumers consider and give importance to the prestige and reliability of the brand, space design of the coffee shop, presentations of the coffee while choosing which coffee brand to consume. It is also concluded that the reputation of brand, self-image of consumer and the emotional band with the brand are significant factors in sharing the coffee consumption of consumers on social media.