CUSTOMER AWARENESS LEVEL OF COFFEE PRICE FLUCTUATIONS

Based on what we have witnessed in the last two years from several uncontrollable factors, such as natural disasters, disease pandemics and wars, it is worth exploring the potential rising prices of coffee-based products in the future. This research aims to find out people’s perceptions about the actual prices of coffee and their reasoning for their continuous financial contribution to the coffee-based industry. It is also looking for solutions regarding a suitable increase in the price range to maintain customer interest in coffee-based products in the Romanian market. Presuming that the target customers have already noticed the change in prices, different data-gathering methods come into effect to determine the level of awareness that a regular customer has regarding said price fluctuations. This will aid in providing answers to our research problem: How much can the prices be increased before profits drop significantly? The research sample consisted of 22 international people and the data found was processed to obtain the best accuracy of the results, in SPSS.