Investigating the differences in consumers' preferences for first generation and innovative coffees in two different districts of Istanbul

This thesis examined the coffee consumption preferences of customers at two different coffee shops. This study is a case study conducted using qualitative research methods in social sciences at the Bağdat Avenue and Maltepe branches of a chain brand. Participants' coffee consumption preferences were determined through a qualitative survey. There were 120 participants, 60 from the Bağdat Avenue branch and 60 from the Maltepe branch. The study revealed that customers in the two stores in different locations have different coffee consumption preferences. However, the reason for coffee consumption preferences varying by location is due to socioeconomic differences and, consequently, differences in generation, gender, education, and income. Furthermore, it was observed that these factors are interconnected. Turkish coffee, a cultural value, was not preferred much by the participants in this study in new-generation coffee shops. Traditionally consumed mostly at home and as an accompaniment to conversation and socializing, Turkish coffee shares this role with new-generation coffee shops, and therefore, it is believed that cultural sustainability will continue in new-generation coffee shops.