Culture, health, gender and coffee drinking: a Costa Rican perspective
Purpose The purpose of this paper is to identify the effect of culture, gender and perceived health benefits on coffee drinking in Costa Rica. Design/methodology/approach A telephone survey (n=1,328) was conducted in the province of San Jose, where the capital city is located. This location has a population of 845,000, with a 99 per cent, confidence, 1 per cent error and 50 per cent response distribution, the total usable surveys were 1,199. The analytical procedure, consisted of three steps; instrument validation, consumer profile development and developing ordinal logistic modelling. Findings The total a was estimated at 0.71. The coffee consumer profile is described but consisted of 52 per cent female and 48 per cent male with 77 per cent receiving a secondary education. The factors influencing coffee drinking by Costa Ricans, are in order of importance: first gender followed by family as a source of information, health, amount spent, aroma, anti migraine effect, family tradition, flavour and ene.