Portrait of the Coffee Consumer: The Impact of Age, Gender & Ethnicity on Consumer Behaviors & Attitudes

A Supplemental Report of the 2010 National Coffee Drinking Trends (NCDT)

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"The Impact of Age, Gender & Ethnicity on Consumer Behaviors & Attitudes" – part of the National Coffee Association’s National Coffee Drinking Trends market research series – takes a detailed look at the motivations behind the habits of coffee consumers.

It’s not enough to know how much coffee is consumed by age bracket, gender or ethnic groups. Rather, it’s critical to know the when, where, how and why that reveal the attitudes and behaviors that drive the habits and purchase decisions. Understanding demographic variations in attitudes and behaviors is essential to developing marketing plans and building brand loyalties.

This supplemental report offers insights into demographic variations that will help marketers drive product development and positioning for maximum resonance with important niche markets. In a communications environment where individualized messaging is both possible and necessary, it is more important than ever to tailor product positioning and branding to satisfy diverse needs.

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