Coffee Habit Analysis

A Cross-Cultural Study on University Students' Coffee Drinking Habits and Coffee Consumption

 

Coffee Analysis

My research topic: Coffee

Target: Japanese University students

Number of respondents: 42

(Summary) Students answered 12 questions about coffee.

(Participant Demographics)

Status: 15 respondents are Local Japanese Students (53.6%) and 13 are Exchange/International Students (46.4%). This balanced distribution is highly suitable for our upcoming group comparisons.

Gender: The sample consists of 18 females (64.3%) and 10 males (35.7%), showing a slightly higher response rate among female students.

Origins of Exchange Students: The international cohort features a highly diverse background, including students from Taiwan, Malaysia, the Philippines, the Bahamas, Germany, and Hungary.

(Results)

#4 Weekly Coffee Consumption Frequency

Graph#1 shows that 23.9% of respondents stated they drink coffee every day or multiple times a day, which reflects how coffee is integrated into many students' daily routines in Japan as an essential fuel for early morning classes.

On the other hand, a notable 28.6% responded that they "don't like coffee" at all. These results are quite interesting, as they highlight a clear divide on campus between heavy coffee consumers who rely on caffeine, and those who avoid it completely, preferring tea or sweet drinks instead.

#5 Where Students Get Their Coffee

Graph #5 shows that convenience stores are the ultimate hotspot. In fact, 45.2% of students buy coffee at convenience stores (like 7-Eleven or FamilyMart) due to its cheap pricing and high convenience, making it the most popular choice for a student budget.

#6 Consumption Environments

Graph #6 shows where students finish drinking their coffee. In fact, drinking while walking or commuting was the top choice at 45.2%. This reflects the fast-paced lifestyle of university students who usually drink coffee on the go.

#7 Primary Purpose for Drinking Coffee

Graph #6 reveals that the main purpose of drinking coffee is functional. In fact, 59.5% of respondents use coffee to stay awake or focus on studying. This aligns perfectly with the busy lifestyle of students balancing classes and part-time jobs.

#8 Coffee Roasting Preferences

Graph #8 shows flavor profile preferences among students. In fact, 45.2% of respondents don't know what roasting level or type of coffee they prefer.  This suggests that modern university students generally don't care about taste.

#9 Dessert Pairing Habits

Graph #9 shows whether students pair coffee with food. In fact, 35.7% of respondents "sometimes" pair coffee with sweets. 

#10: Sustainability Awareness 

Graph #10 examines environmental and social responsibility factors. 

Convenience Stores: The green bar is overwhelmingly the highest here, with 26 respondents stating that they "don't care about sustainability; price and taste matter most." This highlights a highly pragmatic consumer behavior when seeking quick, budget-friendly options.

Chain Coffee Shops: Financial incentives and lifestyle options rule this sector. Bringing a reusable cup for a discount (Blue Bar) and the availability of plant-based milk alternatives (Orange Bar) show much higher interest compared to convenience stores.

Independent Cafes: Interestingly, support for Fairtrade or eco-friendly certified beans (Red Bar) peaks in independent cafes, showing that students are more conscious of ethical sourcing when visiting smaller, unique coffee spaces.

#11 Qualitative Analysis: Unique Japanese Coffee Culture

For the open-ended question about unique habits and observations in Japan, the responses from local and international students revealed three fascinating cultural themes:

1. Convenience & Ubiquity

2. Distinct Cafe Services & Traditions

3. Social Dynamics & Gender Perceptions 

#12 Top Recommended Cafe Chains 

Graph #11 shows that Starbucks is overwhelmingly the most recommended cafe chain in our survey. These results reflect its strong popularity among the younger generation, while chains like Komeda and Doutor are praised for affordability.

(Conclusion)

In conclusion, this initial analysis shows that while coffee serves a highly functional "stay awake" purpose for university students, their purchasing habits and sustainability motivations shift drastically based on convenience and price. In our next class, we will import this dataset into Jamovi to test if these observed differences between local and exchange students are statistically significant.