Coffee Singapore

A detailed Summary of Coffee Singapore

1.1 Gender. The convenient sample taken from a total of 150 NTU students comprises of 95 males and 55 females. Males represent a larger percentage of instant coffee drinkers in the sample (63%) as compared to females (37%).

1.2 Race. Majority (93%) of the students were Chinese, with Malay students comprising 2%, Indian students forming 2.7%, Eurasian and students of other races each forming 0.7% of the entire sample.

1.3 Nationality. Singaporean students made up the bulk of interviewees, comprising of 74%, followed by Malaysians (12.7%) and Indonesians (4.0%).

1.4 Age. There were 3 categories of ages groups, namely, 16 to 20 years old, 21 to 25 years old and above 25 years old. The age range of the respondents was relatively narrow since the convenience sample was taken out from the existing student population at NTU, with 75.3% of the respondents between the ages of 21 to 25 years. For the 16-20 year old age group, there are more female respondents than there were male respondents.

1.5 Income. The income range as measured by "family income per month" ranges from below $2,000 to above $8,000.As can be seen, the modal category of family income was "$2,000 and below".

Figure 2 above shows the preferences of the respondents among the various brands. Respondents were asked to indicate which brands of coffee they are currently drinking. Based on the figure, 47% of the respondents are currently drinking Nescafe instant coffee, similar to the market share that Nescafe already has in the Singapore hot-drinks market (47.2% in 1998). The least popular brand was supermarket in-house brands like NTUC with only 3 of the respondents currently drinking it.

At the 5% significance level, there were no significant differences between respondents in terms of different income groups, races, nationalities, gender and various age groups, there is a difference in the perceived importance of packaging among the various age groups. A post-hoc Bonferroni test indicates that respondents who drink more than 7 cups of instant coffee a week are less affected by advertisements and promotions compared to those who drink between 1 to 7 cups of instant coffee per week and those who drink less than 1 cup a week.

Respondents were asked to evaluate the statement " I like to switch to new brands of instant coffee" using a 5 point Likert scale (1 for strongly agree, 5 for strongly disagree). On average, the mean score for the statement was 3.00. To extend our analysis, the following hypothesis was formed:

Another point to note would be the difference in prices between respondents of various demographics.

Frequency - Who Buy? 0.344 Frequency - Nationality 0.611

Gender and Frequency 12.074 3 0.007**

Some common words found in the essay are:
Income ANOVA, Correlation Coefficient, Instant Coffee, instant coffee, Nationality Singaporean, Coffee Awake, Coffee Respondents, Frequency Packaging, Country Origin, Brand Packaging, Frequency Strength, significance level, 5% significance, 5% significance level, brand switching, country origin, brand instant coffee, brand instant, brands instant coffee, coffee respondents, brands instant, mean score, coffee drinkers, brand switching behavior, instant coffee respondents,

Approximate Word count = 2925
Approximate Pages = 12 (250 words per page double spaced)

Category: Miscellaneous