Evolving Authenticity: The Impact of Consumer's Behavior on Saudi Coffee Preparation methods

Document Type : Original Article

Authors

1 کلية السياحة والآثار، جامعة الملک سعود، المملکة العربية السعودية، الرياض

2 جامعة الملك سعود

Abstract

Identifying and strengthening authenticity has been a fundamental aspect of marketing, particularly in relation to heritage. This exploratory and explanatory research used quantitative methods to analyze the influence of consumer behavior on the authenticity of Saudi coffee, focusing specifically on four dimensions: perception, attitudes, learning, and trends. The dimensions were assessed using a collection of 21 items. The results of the descriptive analysis demonstrated that the mean values for all four dimensions exceeded the hypothetical mean, suggesting a significant level of availability for these dimensions. The low standard deviations indicate a strong consensus among the participants in their evaluation of these criteria. The T test results indicated a statistically significant perception among the respondents, indicating an optimistic perspective regarding the authenticity of Saudi coffee. Through the use of stepwise multiple regression analysis, it was determined that consumer perception is the primary factor that significantly influences the variation in the authenticity of coffee ingredients. The research findings have important policy implications, including in the areas of marketing strategy, protecting the authenticity of Saudi coffee, and recommending future studies in this field.

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