Viewpoints of domestic and foreign coffee brands of consumers living in Gaziantep

Coffee, especially in the category of valuable products in the world, is experiencing a significant demand in countries where the culture of consumption, especially hot drinks, has developed. Turkey, the coffee market is the fastest growing consumer market in this case also increases the demand for coffee and coffee shops selling derivatives products. The aim of this study is to determine the perspectives of domestic (Coffee World) and foreign (Starbucks) coffee brands and the influence of culture, price effect, store characteristics and satisfaction concepts which are thought to be influential in choosing these brands. The widespread use of traditional cultures related to coffee culture leads to new quests to create sustainable brand strategies that will raise awareness among consumers of coffee shops operating in the country. The scales used in the research consist of scales used in many similar studies after a large literature review on the subject. The universe of the research in which the quantitative research method is used constitutes the students who have coffee experience among Gaziantep University students. Within this scope, 311 students who were studying at university were reached and data were collected by using face to face survey technique from students. The obtained data were tested by SEM (Structural Equation Model).The results obtained have shown similar results with previous studies in the literature.