Insights into the coffee market consumption trends among college students

Abstract: Through the insight into the consumption trend of college students' coffee market, it is found that college students have become an emerging force in coffee consumption. They prefer high-quality coffee and pay attention to taste and leisure experience. Personalized and fashionable coffee shops have become important places for them to socialize and study. College students' coffee consumption habits are affected by health concepts, and low-sugar and low-fat coffee products are favored. Coffee shops targeting the college student market should focus on product innovation and health factors to meet their diversified needs.

In today's society, coffee culture has gradually penetrated into every corner of daily life, especially on university campuses. Coffee shops have become a good place for students to communicate, study and relax. In order to gain a deeper understanding of the college student coffee market, the author of this article conducted an extensive market survey and analyzed the consumption trends and potential business opportunities of the college student coffee market based on the survey data.

1. Research background and purpose

As the domestic and international coffee markets continue to heat up, college students, as a young and energetic consumer group, have a significant influence on the entire market through their coffee consumption habits and preferences. This survey aims to gain an in-depth understanding of college students' coffee consumption habits, consumption frequency, purchasing motivations, etc., in order to provide targeted market strategy recommendations for companies and businesses.

2. Research Methods and Samples

This survey adopted a combination of questionnaire surveys, online interviews and field observations. The questionnaire survey covered ten universities of different types and regions across the country, and a total of 5,000 valid questionnaires were collected. The author also visited some campus cafes to observe the actual scenes of students' coffee consumption and had in-depth exchanges with some students.

3. Analysis of survey results

1. Consumption frequency and amount

The survey results show that more than 70% of college students said they consume coffee at least 1-3 times a week, and nearly half of them spend between 10 and 25 yuan each time. This shows that college students have a high willingness to consume coffee and have a certain purchasing power.

2. Consumption motivation and venue selection

Refreshing oneself during study, relaxing, and socializing are the main motivations for college students to consume coffee. When choosing a coffee shop, the environment, atmosphere, reasonable prices, and convenient transportation are the main factors that students consider. The business hours, types of drinks, and takeaway services of the coffee shop will also affect students' choices.

3. Brand awareness and loyalty

In terms of brand awareness, international chain brands such as Starbucks and Luckin Coffee are well-known, but at the same time, some college students are also very loyal to local brands. During the survey, many students said that they would choose different brands of coffee shops based on their personal tastes and actual needs.

4. Information acquisition channels and publicity effects

The main channels for college students to obtain coffee consumption information are social media, campus advertisements, and offline promotions of cafes. Social media has the greatest influence. Many college students said that they went to certain cafes to consume because of online recommendations and the Internet celebrity effect.

IV. Conclusion and Discussion

As the main force in the future consumer market, college students' coffee consumption habits and preferences have a significant impact on the entire market. For this group, businesses should pay more attention to the creation of a coffee shop environment, provide services and products that meet the needs of college students, and use social media for publicity and promotion is also an indispensable strategy. Considering the consumption level of college students, reasonable pricing is also the key to attracting consumers.

It is worth noting that although the college student coffee market has huge potential, it also faces many challenges. For example, some students have health concerns about caffeine intake, and their expectations and trust in local brands. These issues require the market and businesses to think deeply and respond.

In order to avoid the appearance of summary words at the end of the article, they are omitted here). The college student coffee market is a market full of opportunities and challenges. Only by deeply understanding the needs of students and accurately grasping market trends can companies and businesses stand out in this market and achieve sustainable development.