Abstract
Abstract : The coffee industry has been associated with the economic and cultural history of many countries. Since the 20th century the culture of coffee has grown globally with the emergence of the specialty coffee industry in the international hospitality markets. Specialty coffee is now a high quality product of the industry as more attention is given to brewing methods by knowledgeable baristas which has changed consumer behaviour towards artisanal beverages. The specialty coffee trend has also increased in South Africa. This study, therefore, investigates the development and influence of consumer profile and interest in the product in Gauteng, South Africa. A convergent parallel mixed method is used with survey design elements: firstly, quantitative data is gathered using questionnaires for speciality coffee consumers in Gauteng and analysed with descriptive and inferential statistics. Secondly, qualitative data is collected through transcribed interviews with specialty coffee industry experts and analysed using an inductive content analysis. This study finds that the knowledge and positive perceptions of specialty coffee relates to more informed consumers who understand and appreciate the product. In this age of globalisation, travel experiences have added to consumer knowledge and increased demand in the local industry for quality specialty coffee and customer experience. While this has driven improvements to the local product; a gap in knowledge still exists between consumer demand and industry offering. A recommendation of this study is for the specialty coffee industry to emphasise their product development and educating consumers alongside a better consumer specialty coffee experience particularly as consumers in Gauteng are experiencing the African wave of coffee by blending local expectations with global practices.
M.Com. (Tourism and Hospitality Management)