Differences in perceived image of baristas a case of X, Y and Z generation

This study aims to identify and compare the perceived image of baristas among Generation X, Y, and Z. The concept of image, coffee as a concept and the barista profession, the characteristics and differences of Generation X, Y, and Z are examined. The sample consists of the people living in Kuşadası. A questionnaire with 19 statements was applied to 422 people. The obtained statements were analyzed using a package program. Analyses revealed that the factors obtained from Generation X, Y, and Z differ. Additionally, the perceived image of baristas was measured and analyzed according to the participants' education levels. Results show that the perceived image of baristas differs according to Generation X, Y, and Z and the participants' education levels. Participants were asked if they had ever been in a coffeeshop. Those who answered "No" were not evaluated. Thus, 389 questionnaires were evaluated. KEYWORDS: Perceived Image, Concept of Generations, Barista.