“HOWARD-SHETH” Modeli Çerçevesinde Tüketicilerin Yeni Nesil Kahve İşletmelerini Tercihleri Üzerine Bir Araştırma
A Research on Consumers' Preferences for New Generation Coffee Businesses within the Framework of the “HOWARD-SHETH” Model

Summary/Abstract: Purpose – The main purpose of the study is to discover and understand the reasons behind the increasing interest in new generation coffee businesses. In addition, within the framework of the Howard-Sheth consumer behavior model, the other aims of the study are to determine what consumers pay attention to when choosing businesses and to determine the coffee consumption habits of consumers. Design/methodology/approach – In line with the purpose of the study, a phenomenological approach was adopted. The purpose of phenomenology is to understand human experience (Van Manen, 2007). This approach has been adopted because the study is an exploratory research. Research data were collected from 20 participants who prefer new generation coffee businesses with semi-structured questions. The obtained data were evaluated with content analysis and explained with various coding and modeling. Finding – According to the findings, it was determined that the majority of the participants consumed coffee every day. It has been understood that the information about the historical development of the cafe and coffee has no effect on the preferences of the consumers for the new generation coffee businesses, and they do not have any information about the new generation coffee businesses. It has been determined that the participants go to the new generation cafes at least three days a week. In addition, it was determined that the participants paid particular attention to decoration, popularity of the place and lighting when choosing new generation coffee businesses. It has been observed that the participants consume beverages such as "americano" and "latte" intensively in new generation coffee businesses. Discussion – Within the framework of the Howard-Sheth model, in this research on consumers' preferences for new generation coffee businesses, it is mentioned which criteria consumers pay attention to when choosing new generation coffee businesses. However, the differences between traditional cafes and new generation coffee businesses are evaluated from a consumer point of view. The results of how often they prefer these coffee businesses and which products they prefer are discussed.

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