A study of consumer attitudes to instant functional coffee

A study of Consumer Attitudes to Instant Functional Coffee is a contemporary topic in applied marketing topic focusing on health. The objectives are to understand current attitudes of consumers towards instant functional coffee, to identify factors and influences that affect purchasing of instant functional coffee, and finally to understand typical user profiles and consumer consumption behavior toward instant functional coffee. To accomplish this topic, secondary research was gathered to obtain the information about market overviews, consumer behaviors, and the definition of instant functional coffee through desk research, publications, journals, and internet and so on. In addition, qualitative Method was obtained by in-depth interview recruiting of five target interviewees who are instant functional coffee drinkers. The information from in-depth interviews was applied in designing the questionnaire. The questionnaire was returned by 212 respondents, who were between the age ranges of 20-50 years and older who had consumed the beverage within one month.