The reasons of consumers for preffering boutique coffee shops: A case study in Ankara

In the context of the thesis, the coffee preferences of the consumers and the coffee flows that occurred as a result of these preferences were examined. The process that started from the discovery of the coffee to the coffee chains and to the qualified boutique coffee shops, which are a popular concept nowadays, has been dealt with. The main purpose of the thesis study was to ensure that boutique coffee shop managers analyze the consumer behaviors well and bring customer satisfaction. The scope of the study consists of determining the reasons of the consumers for preferring boutique coffee shops. The study area is limited with the boutique coffee shops acting in the city of Ankara. It was aimed with the questionnaire form used in the study to determine how important the service, product, the expectations about the place, and the use of special coffee beans was in the reasons of consumers in preferring the coffee shops in customer satisfaction. It was observed that most of the participants were women in the questionnaire. On the other hand, it was determined in the questionnaire to which 400 people participated that 237 people were university-graduates and 261 people worked. When the factors related with the motivations for buying coffee at boutique coffee shops were analyzed, it was determined that there were 182 people who said "I definitely agree" to the statement "The presentation style affects the purchase behavior". When the factors that are influential on the purchase behavior for the product in boutique coffee shops were analyzed it was determined that 194 people said "The flavor of the coffee" was "Very important". As a result of the study, several recommendations may be made to the managers of the boutique coffee shops. Firstly, the segmentation, targeting and marketing communication activities of the boutique coffee shops may be considered according to factors like the age, gender, educational status and income status of consumers who prefer boutique coffee shops. Another recommendation is that the managers of boutique coffee shops may introduce this new movement over the social media or through different advertisement branches and inform consumers about quality coffee. In the light of the data obtained in the study, it was observed that the boutique coffee shops emerged in the market as a result of the desires and needs of consumers. A new movement has started and the behaviors and motivations of the consumers have changed in this context.