Coffee Mavens and the Global Search For the Ultimate Experience: Understanding the Usage and Attitudes Towards Coffee in Culturally Diverse Populations Around the Globe
Roberto Cappuccio and Peter Kenny
Colmar Brunton, Australia
Coffee is one of those unique products that fulfills both needs and wants.
It clearly delivers to a functional need. We even suspect that there may be a “coffee endorphin” which triggers action to buy or prepare a cup to fuel the brain. But more importantly there is the grander search for the “Ultimate Coffee Experience”. This is not to say that we are dissatisfied with the everyday instant, take-away, airline, barista or home coffee machine – they meet a functional need, more or less and we would score most of them six out of ten on a line-scale – but they are generally not exciting and the search continues for the ultimate eight or nine out of ten.