Abstract
AbstractThis paper presents results from part of a larger‐scale development study on coffee. The study deals specifically with new concepts of coffee beverages designed for three specific coffee venues: Burger King, Dunkin Donuts and Starbucks. The method used internet‐based conjoint measurement, where the rating scale was ‘appropriate’ for the specific venue. This ‘bottom‐up’ approach allows the researcher to identify which characteristics of a coffee beverage are suitable for a particular venue, and whether there exist segments that show different response patterns, even for a beverage designed for a particular venue. The results suggest modest differences in the features of a coffee beverage that would fit each venue, but with the existence of segments of individuals who want radically different products. These segments exist in all venues.
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