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Hedonic and utilitarian motivations for coffee consumption: Comparing Hispanic and Asian coffee drinkers in the USA
Journal of Cultural Marketing Strategy,
3
(1),
10-20
(2018)
Abstract
This study explores the differences in hedonic and utilitarian motivators that affect coffee consumption between Hispanic and Asian Americans in the USA. A national online survey was conducted to test the hypotheses, and a total sample of 1,335 was used. Overall, significant differences were found between Hispanics and Asians in terms of utilitarian or hedonic motives for coffee consumption. Specifically, the results suggest that Hispanics are highly motivated by their hedonic experiences in relation to coffee consumption, and that coffee consumption is not only a necessity but also an important tradition that brings pleasure to Hispanic consumers.
Keywords: hedonism; utilitarianism; Hispanic; Latino; Asian; coffee; consumer; marketing
The full article is available to subscribers to the journal.
Author's Biography
Xiang Tang is an Associate Research Analyst at Edelman Intelligence, New York and works on both primary and secondary research for clients. Prior to this, Xiang interned at the Center for Hispanic Marketing Communication, where she developed a fondness for market research and strategic planning. After completing her master’s degree in the Publishing Science of Digital and New Media at Wuhan University, Xiang pursued a second master’s degree in Integrated Marketing Communication at Florida State University.
Maria Bayona is an Account Coordinator at Newlink Communications an internationally recognised consulting firm in Miami, Florida. She received her Master’s Degree in Integrated Marketing Communications at Florida State University with a certificate in Multicultural Marketing Communications. Previously, she received a double bachelor’s degree in Social Communication and Marketing and Advertising. For two years she was the Director Assistant at The Center for Hispanic Marketing Communication at FSU. As a coffee lover, Maria conducted this research during her masters degree at FSU.
Sindy Chapa is the director of the Center for Hispanic Marketing Communication at Florida State University (FSU). Dr Chapa is published in recognized academic journals including International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, and Journal of Multidisciplinary Business Review among others. Dr Chapa’s research concentrates on understanding Hispanic and cross-ethnic consumer behavior in the area of cross-cultural marketing communication and advertising.
Sean Sawicki is a doctoral student at the College of Communication and Information at Florida State University. His research interests include Hispanic marketing behaviour and health communication. Sean has a background in corporate marketing, having worked for such organisations as Aetna, Cigna and Comcast.
