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The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

Food companies and consumers are increasingly interested in healthy food and beverages. Coffee is one of the most commonly consumed beverages worldwide. There is increasing consensus that coffee consumption can have beneficial effects on human body. This paper aims at exploring Twitter messages' content and sentiment towards health attributes of coffee.

The research adopted a utilitarian and hedonic consumer behaviour perspective to analyse online community messages. A sample of 13,000 tweets, from around 4,800 users, that mentions keywords coffee and health was collected on a daily basis for a month in mid-2017. The tweets were categorized with a term frequency analysis, keyword-in-context analysis and sentiment analysis.

Results showed that the majority of tweets are neutral or slightly positive towards coffee’s effects on health. Media and consumers are dynamic Twitter users. Findings support that coffee consumption brings favourable emotions, wellness, energy, positive state of mind and an enjoyable and trendy lifestyle. Many tweets have a positive perception of coffee health benefits, especially relating to mental and physical well-being.

The high number of users and tweets analysed compensates the limited amount of time of data collection, Twitter messages' restricted number of characters and quantitative software analysis limitations.

The research provides valuable suggestions for food and beverage industry managers.

This work adds value to the literature by expanding scholars' research on food product attributes perception analysis by using social media as a source of information. Moreover, it provides valuable information on marketable coffee attributes.

This study investigates the pricing and inventory control decisions of a company that owns a coffeehouse chain providing drip coffee and a coffee manufacturing factory producing ready-to-drink (RTD) coffee. To determine a way to maximize profit, optimal pricing and inventory control strategies are studied for both the RTD coffee as well as the coffeehouse chain network.

It is assumed that the company sells only drip coffee through its coffeehouse chain and would like to launch RTD coffee via other channels such as convenience stores, supermarkets and so on to maximize its total profit. A mathematical model–based optimization is adopted to address the decision-making for the given problem situation, where the demand for both drip and RTD coffee are dependent on the values of decision variables. To solve the proposed mathematical model, particle swarm optimization (PSO) is applied due to nonlinearity of the developed model.

It is confirmed that a company can earn more profit by launching RTD coffee, even though the profit from drip coffee would reduce. In addition, the scenario analysis shows that by launching RTD coffee under various conditions, the total profits would also improve.

The value of this study is the proposed basic framework for the industry. In addition to the modeling framework and cost structure, realistic cost figures and technical details can be considered when applying the model to a practical setting.

This study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.

An eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.

The results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.

This study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.

Students after reading the case will learn about the issues and challenges of expansion in emerging markets. Global expansion versus multinational expansion. Stardardization versus localization. Socio-cultural aspects in international marketing. Leadership succession in multinational companies.

The case is about Starbucks’ journey of global expansion. It focuses on challenges in emerging markets. It also talks about the challenges to new CEO Kevin Johnson post stepping down of iconic leader Howard Schultz.

MBA Executive MBA Specialisation in Strategy, International Marketing.

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CSS 5: International Business.

The purpose of this paper is to optimise and characterise the sensory aspects of gelatos flavoured with different types of coffee preparations (brewed, espresso and soluble), to select the most acceptable formulation and investigate the influence of hedonic claims on the consumer acceptance of this product.

First, the optimal concentration of each coffee type (brewed, soluble and espresso) to be added to the gelato was determined using the just-about-right scale. Second, the acceptance and purchase intentions towards gelatos flavoured with different concentrations of each type of coffee were determined. Finally, the most acceptable concentration for each flavour was selected based on purchase intentions and three other hedonic claims (i.e. texture, flavour and overall impression).

The estimated optimal concentrations of coffee (in relation to syrup) were found to be 111.09, 135.31 and 59.38 per cent for brewed, espresso and soluble coffee, respectively. Gelatos flavoured with soluble coffee were accepted more readily and associated with higher purchase intentions based on the evaluated sensory attributes (i.e. colour, taste, texture, softness and overall impression). The sensory perceptions towards these gelatos did not change significantly based on the evaluated hedonic claims (“coffee”, “soluble coffee” and “gourmet coffee”). This reveals that consumers may not be influenced by specific information and/or hedonic claims in the case of coffee gelatos.

Besides encouraging the availability of a variety of coffee products on the market, this work also supports future studies aimed at the optimization of coffee products from a sensory perspective.

The purpose of this paper is to show how sensory science can be used as a valuable tool to help develop products with a higher chance of long-term market success by reducing uncertainty during the development process. Future trends are discussed.

The description and case study approach highlight how sensory scientists must be involved during development as a research partner to develop appropriate study objectives, comprehensive research plans, and conduct studies in collaboration with other groups. This approach shows ways to deliver deeper understanding of the product and category through appropriate study execution and development of actionable insights.

The present review demonstrates ways that sensory scientists, including those focused mainly on consumer evaluation, interact with other groups within the research and development organization. This paper is focused on providing information about sensory science to non-sensory scientists and developers. Examples are shown.

This paper presents a guide for applying sensory and consumer science in an industrial setting that can be used by both industry and educational institutions who train students. It refers to current literature, presents real case studies in an abbreviated form, and traces the use of sensory in ways that may not usually be covered in some guides and books that focus on the more traditional uses of sensory in areas such as quality control.

This paper fulfills an identified need for contributions of sensory scientists to the product success continuum and the influence of getting appropriate sensory data to support research, development, and marketing decisions. The use and reference to specific examples make an original contribution to the journal.

Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products.

This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis.

Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions.

As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population.

This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies.

To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

The appearance of a rapidly expanding range of ready-to-drink packaged beverages in the marketplace has been met with widespread consumer acceptance. The aim of this study is to profile the nutritional composition and dental erosive potential of a sample of beverages sold for consumption in Brisbane supermarkets.

In all, 44 beverages were assessed to determine their pH and titratable acidity. Information relating to nutritional composition was also collected.

Milk-based beverages had the highest energy concentration, while soft drinks, energy drinks, flavoured milk, and fruit and vegetable juice categories contained products with very high sugar concentrations (>10g/100ml). All beverages, except milk-based products and still water, had a pH of less than 4.8. Titratable acidity was highest for energy drinks and fruit and vegetable juices.

Energy drinks and fruit and vegetable juices had the highest sugar content and titratable acidity of all the beverage categories and so would be expected to have the greatest potential to cause oral health problems. Milk drinks had the highest energy concentration, but the lowest erosive potential. Regular consumption of many ready-to-drink pre-packaged beverages is therefore inconsistent with recommendations in current dietary and oral health guidelines.

Rather than considering nutritional composition alone, this study examined both nutritional and physicochemical properties of ready-to-drink packaged beverages to reach a more holistic assessment of their health impact.

Ready-to-drink (RTD) tea beverages are widely consumed worldwide and play a prominent role in people’s daily lives, yet few studies have investigated the motivation of RTD tea beverage consumers as well as their underlying attitudes and desires. The purpose of this paper is to explore why these attributes are motivational factors by focussing on the attributes of RTD tea beverage products that motivate consumers to purchase RTD tea.

The attribute-consequence-value model of the means-end chain approach was employed to investigate consumer motivations for purchasing RTD tea beverages. Data were collected through a qualitative face-to-face survey of 153 RTD tea beverage consumers in Taiwan.

The results indicate that consumers purchase RTD tea beverages because the taste, flavor, packaging, and ingredients (attributes) satisfy their desire to drink RTD tea and fulfill the benefits of being delicious to drink, possessing thirst-quenching properties, and possessing health-promoting properties (perceived consequences), thereby fulfilling their ideal goal of experiencing enjoyment (perceived product value).

The findings may serve as a reference for producers of RTD tea beverages regarding product development and marketing.