AS A SPECIALTY COFFEE COMMUNITY, WE PAY A LOT OF ATTENTION TO THE DIVERSE RANGE OF TACTILE FLAVOURS THAT CAN BE DISCOVERED IN OUR FAVOURITE BREW.
Whether at home, in a coffee shop or in the workplace, our surroundings also have a big impact on where and when we choose to savour the moment. Although personal preferences may differ, we all recognise the range of factors that influence our purchasing decisions when it comes to coffee.
Another factor that we may, or may not, consider is the power of the brand. Multinational coffee chains know the importance of this and invest huge amounts into researching, strengthening and protecting their brand identity in the pursuit of keeping consumer loyalty. Likewise, attracting customers and keeping their custom is crucial to commercial success for the independent specialty coffee shops and roasteries.
But how important is the ‘brand effect’ in the speciality coffee industry and, indeed, if we judge coffee primarily on taste alone, does it actually matter? Surprisingly, there is little research in the public domain that investigates how branding has an impact on sensory perception from a neuro-scientific perspective, and therefore our own buying preferences.
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