Evolving Authenticity: The Impact of Consumer's Behavior on Saudi Coffee Preparation Methods
Evolving authenticity
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.
Identifying and strengthening authenticity has been a
fundamental aspect of marketing, particularly in relation to heritage.
This exploratory and explanatory research used…