Purchasing Decisions and Consumer Preferences of Millennials and Zoomers at Coffee Shops
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Published
31 January 2024
Keywords:
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coffee shops, consumer preferences, Millennial generation, segmentation, Zoomer generation
Abstract
The transformational era has given rise to a new generation that is presumed to have different preferences than the previous generation. The proliferation of coffee shops has expanded consumer alternatives for purchasing decisions. This research aims to identify and segment Millennial and Zoomer consumers based on demographic, behavioral, and psychographic characteristics in the purchase of coffee beverages at coffee shops. The research employed a non-probability sampling method, specifically judgmental sampling, with a sample size of 180 coffee shop consumers in Madiun City. The data were analyzed using descriptive statistics, independent sample t-tests, and K-means clustering. The research findings indicate that millennials and Zoomer consumers tend to be dominated by females, mostly visiting once a week for leisure and prioritizing taste quality. There are significant differences between Millennial and Zoomer consumers in terms of promotional media attributes, WiFi/power outlet availability, live music entertainment, ordering process, and payment options. Based on consumer segmentation analysis, three segments were identified: coffee enthusiasts, adventurous coffee connoisseurs, and consumers who prioritize coffee beverage quality. The managerial implications for coffee shops involve directing marketing strategies specifically towards the adventurous taste segment and emphasizing quality by prioritizing innovation and differentiation in serving high-quality coffee beverages.
References
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Rahmah, K., & Satyaninggrat, L. M. W. (2023). The effect of consumer characteristics and lifestyle toward purchase decision. Journal of Consumer Sciences, 8(3), 395-413. https://doi.org/10.29244/jcs.8.3.395-413
Rahmah, K., Sumarwan, U., & Najib, M. (2018). The effect of brand equity, marketing mix, and lifestyle to purchase decision at Maxx Coffee, Bogor. Journal of Consumer Sciences, 3(2), 01-15. https://doi.org/10.29244/jcs.3.2.01-15.
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Servín-Juárez, R., Trejo-Pech, C. J., Pérez-Vásquez, A. Y., & Reyes-Duarte, Á. (2021). Specialty coffee shops in Mexico: factors influencing the likelihood of purchasing high-quality coffee. Sustainability, 13(7), 3804. https://doi.org/10.22004/ag.econ.304594
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Thakker, S., & Pabalkar, V. (2021). A study on the impact of influencer marketing on the buying behaviour of consumers across different generations. International Journal of Modern Agriculture, 10(2), 453 - 464. Retrieved from https://www.modern-journals.com/index.php/ijma/article/view/767
Ufer, D., Lin, W., & Ortega, D. L. (2019). Personality traits and preferences for specialty coffee: results from a coffee shop field experiment. Food Research International, 125, 1-9. https://doi.org/10.1016/j.foodres.2019.108504.
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Yousaf, S., & Huaibin, L. (2013). Profiling consumer behavior in the context of involvement level and demographic factors: Evidence of within-country differences from a developing economy. Journal of Global Marketing, 26(1), 1-17. https://doi.org/10.1080/08911762.2013.779404
Himawan, A. G., & Rahadi, R. A. (2020). Customer preferences on coffee shop consumptions: A conceptual model. Advanced International Journal of Business, Entrepreneurship and SMEs, 2(3), 19-32. https://doi.org/10.35631/aijbes.23003
Adhikari, R. P., Collins, R., & Sun, X. (2012). Segmenting consumers to inform agrifood value chain development in Nepal. International Food and Agribusiness Management Review, 15(4), 93–114. Retrieved from https://espace.library.uq.edu.au/view/UQ:293290
As’ad, M. H., & Aji, M. J. M. (2020). Faktor yang mempengaruhi preferensi konsumen kedai kopi modern di Bondowoso. Jurnal Sosial Ekonomi Pertanian, 13(2), 182–199. https://doi.org/10.19184/jsep.v13i2.16441
Bumbac, R., Bobe, M., Procopie, R., Pamfilie, R., Giușcă, S., & Enache, C. (2020). How Zoomers’ eating habits should be considered in shaping the food system for 2030—A case study on the young generation from Romania. Sustainability, 12(18), 7390. https://doi.10/3390/su12187390
Cabrian, S. (2021). Bagaimana kedai kopi ohayou meningkatkan proses keputusan pembelian konsumen di Kota Bandung. Jurnal Administrasi Bisnis, 17(1), 40-60. https://doi.org/10.26593/jab.v17i1.4320.40-60
Codrington, G., & Grant-Marshall, S. (2004). Mind The Gap. London (UK); Penguin Group.
Fadli, Lubis, S. N., & Chalil, D. (2021). Analysis of the attitude, preference and satisfaction of coffee customers in the coffee shop, Takengon City. International Journal of Research and Review, 8(1), 399-407. Retrived from https://www.ijrrjournal.com/IJRR_Vol.8_Issue.1_Jan2021/IJRR043.pdf
Ferreira, J., & Ferreira, C. (2018). Challenges and opportunities of new retail horizons in emerging markets: The case of a rising coffee culture in China. Business Horizons, 61(5), 783-796. https://doi.org/10.1016/j.bushor.2018.06.001.
Firmansyah, E. A., Nurjannah, F. A., Indika, D. R., & Gunardi, A. (2019). What matters in selecting a café? a case of Millennials. Jurnal Manajemen dan Pemasaran Jasa, 12(1):65. https://doi.org/1025105/jmpj.v12i1.3938
Gusniawan R. I., Kumalasari, B., & Azizah, Y. (2023). Preferences, needs, and demand analysis of health facilities development. Journal of Consumer Sciences, 8(3), 340-359. https://doi.org/10.29244/jcs.8.3.340-359
Hardiyanti, N. Y., & Puspa, R. (2021). Coffee culture di indonesia: pola konsumsi konsumen pengunjung kafe, kedai kopi dan warung kopi di Gresik. Medkom: Jurnal Media Dan Komunikasi, 02(01), 26–39. https://doi.org/10.20473/medkom.v2i1.26380
Jones, E. (2016). Consumer preferences for coffee: hot and wet, or quality and flavor?. Journal of Food Products Marketing, 22(3), 350-380. https://doi.org/10.1080/10454446.2014.949973
Kandampully, J., Zhang, T. C., & Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379-414. https://doi.org/10.1108/IJCHM-03-2014-0151
Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Kotler, P., & Keller, K.L. (2016). Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Kusumaradya, N., & Purwadi, D. (2021, July). Service quality and brand image influence on the purchase decision of coffee shop products in Yogyakarta. In IOP Conference Series: Earth and Environmental Science, 828(1), p. 012060. https://doi:10.1088/1755-1315/828/1/012060
Calvo-Porral, C., & Pesqueira-Sanchez, R. (2020). Generational differences in technology behaviour: comparing millennials and Generation X. Kybernetes, 49(11), 2755-2772. https://doi.org/10.1108/k-09-2019-0598
Noviani, N., & Sugiar. (2020). Preferensi konsumen terhadap produk sayuran organik di Kota Medan. Prossiding Seminar Hasil Penelitian, 3(1), 701–705. Retrived from https://e-prosiding.umnaw.ac.id/index.php/penelitian/article/view/621
Priyono, E. (2006). Analisis faktor-faktor yang mempengaruhi konsumen dalam memilih kafe di Kota Surakarta. Benefit, 10(1):49–65. https://doi.org/10.23917/benefit.v10i1.1228
Putri, N., & Deliana, Y. (2019). Perbedaan preferensi konsumen Generasi Z antara coffee shop besar dan coffee shop kecil di Kecamatan Coblong Kota Bandung. Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 6(1), 77–89. https://doi.org/10.25157/ma.v6i1.2685
Rahmah, K., & Satyaninggrat, L. M. W. (2023). The effect of consumer characteristics and lifestyle toward purchase decision. Journal of Consumer Sciences, 8(3), 395-413. https://doi.org/10.29244/jcs.8.3.395-413
Rahmah, K., Sumarwan, U., & Najib, M. (2018). The effect of brand equity, marketing mix, and lifestyle to purchase decision at Maxx Coffee, Bogor. Journal of Consumer Sciences, 3(2), 01-15. https://doi.org/10.29244/jcs.3.2.01-15.
Rotschedl, J. (2023). Psychological Factors Influencing Consumers. In the 3rd Proceedings of the Open Scientific Conference, 44-10. https://doi.org/10.52950/3OSC.Istanbul.2023.5.010
Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioral Sciences. New York (US): Holt, Rinehart, and Winston. Retrieved from https://archive.org/details/fundamentalresea0000rosc_g6d0/page/184/mode/2up
Santoso, G., & Triwijayati, A. (2018). (2018). Gaya pengambilan keputusan pembelian pakaian secara online pada Generasi Z Indonesia. Jurnal Ilmu Keluarga & Konsumen, 11(3), 231-242. https://doi.org/10.24156/jikk.2018.11.3.231
Servín-Juárez, R., Trejo-Pech, C. J., Pérez-Vásquez, A. Y., & Reyes-Duarte, Á. (2021). Specialty coffee shops in Mexico: factors influencing the likelihood of purchasing high-quality coffee. Sustainability, 13(7), 3804. https://doi.org/10.22004/ag.econ.304594
Sharma, J., & Kanchwala, F. (2022). Consumer behaviour and response to advertisements and media channels: Generation XV/S Generation Z. Aweshkar Research Journal, 29(2), 47-59. Retrived from https://www.welingkar.org/sites/default/files/pdf/we-research-aweshkar-research-journal/Aweshkar%20September%20issue_2022.pdf
Statistics Indonesia. (2023). Rata-rata konsumsi perkapita seminggu menurut kelompok bahan minuman per Kabupaten/Kota 2018-2022. Retrieved from https://www.bps.go.id on March 19, 2023.
Thakker, S., & Pabalkar, V. (2021). A study on the impact of influencer marketing on the buying behaviour of consumers across different generations. International Journal of Modern Agriculture, 10(2), 453 - 464. Retrieved from https://www.modern-journals.com/index.php/ijma/article/view/767
Ufer, D., Lin, W., & Ortega, D. L. (2019). Personality traits and preferences for specialty coffee: results from a coffee shop field experiment. Food Research International, 125, 1-9. https://doi.org/10.1016/j.foodres.2019.108504.
Vita, B., Deitiana, T., & Ruswidiono, W. (2021). The online marketing of Indonesian street food in Jakarta. Cogent Business & Management, 8(1), 1996215-199. https://doi:10.1080/23311975.2021.1996215
Widarti, P. (October 1, 2019). Pertumbuhan kafe berbasis kopi jatim mencapai 18 persen setahun. bisnis.com. Retrieved from https://surabaya.bisnis.com/read/20191001/531/1154444/pertumbuhan-kafe-berbasis-kopi-jatim-mencapai-18-persen-setahun
Yousaf, S., & Huaibin, L. (2013). Profiling consumer behavior in the context of involvement level and demographic factors: Evidence of within-country differences from a developing economy. Journal of Global Marketing, 26(1), 1-17. https://doi.org/10.1080/08911762.2013.779404
Himawan, A. G., & Rahadi, R. A. (2020). Customer preferences on coffee shop consumptions: A conceptual model. Advanced International Journal of Business, Entrepreneurship and SMEs, 2(3), 19-32. https://doi.org/10.35631/aijbes.23003
Authors
ZamboritaD. Z., MuflikhY. N., & BurhaniA.-M. A. I. (2024). Purchasing Decisions and Consumer Preferences of Millennials and Zoomers at Coffee Shops. Journal of Consumer Sciences, 9(1), 102-121. https://doi.org/10.29244/jcs.9.1.102-121
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