DEMAND ANALYSIS OF COFFEE CONSUMPTION IN UGANDA, A CASE STUDY OF UGANDA CHRISTIAN UNIVERSITY, MUKONO
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Date
2024-10-08
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UGANDA CHRISTIAN UNIVERSITY, MUKONO
Abstract
The purpose of this study was to examine the factors influencing the demand for coffee at Uganda Christian University (UCU). Specifically, the study focused on the effect of income and price, demographics, values and beliefs, and perceptions on coffee consumption at UCU. Data was collected from a sample of 128 respondents using a self-administered questionnaire. The researcher employed purposive and simple random sampling techniques to collect data. The data was analyzed using descriptive statistics, correlation, and regression analyses. The findings revealed no significant relationship between income/price and coffee consumption (an adjusted R-square of 4.4%, p > 0.05). However, values and beliefs significantly affected coffee consumption, producing an adjusted R-square of 16.1% and a significant relationship (p < 0.01). In addition, perceptions about coffee’s benefits such as its ability to improve focus were positively associated with consumption frequency (adjusted R-square of 21.8%). The results of the regression analysis indicated that values and beliefs were the strongest determinant of coffee demand, with a standardized coefficient (β) of 0.454, p = 0.000. The study recommended that UCU coffee vendors should revise their pricing strategies to improve affordability, raise awareness on the benefits of coffee, and enhance the coffee-drinking experience for students to increase demand.
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