Case Study of Turkish Coffee Market

QUESTION 1

How might current trends in family life cycle and changes in decision making process influence the Turkish coffee market?

Turkish coffee remained an important routine in Turkish households. Although a choice is limited to a few brands, Turkish coffee still becomes the main choice.

However, the times has change while consumer in Turkish prefer to include flavoured in the coffee and decaffeinated coffee such as latte, espresso and filtered. The consumer also widened to buy coffee in myriad. Other than that, the increasing for convenience has also affected the market, while the downgrading coffee from luxury product to convenience product.Many factors affect what family spends including the number of people in the house, their ages, and whether one or more adults work outside the house. Marketers apply the family life cycle to segment household. The family life cycle combines trends income and family composition with the changes the demand place on income . As we age, our preferences and needs tends to change. The changes include the age ,marital status and presences of kids at home.

The number of Istanbul household is changing in many ways. This including the increasing number of affluent young urban population of Istanbul has effect the changes in process of decision making in Turkish coffee market. The increasing number of young urban had increasing the Turkish coffee market leading young urban become the biggest contributor of Turkish coffee.The type of Istanbul household changing including delays in getting married and having children and in the composition of family household, which are increasingly headed of young urban. New perspective on the family life cycle, which young urban drives as main consumer in Turkish coffee market.

QUESTION 2

What others factors- political, economic, social, technological, and cultural- are influencing the household decision making process regarding the coffee as a whole?

The...