Title

The Branding and Quality of Coffee

Presenter Information

Ashley Koesterer

Department

Business and Information Technology

Major

Business Management and Systems

Research Advisor

Stanley, Sarah M.
Elrod, Cassandra C., 1979-

Advisor's Department

Business and Information Technology

Abstract

For many people it is hard to distinguish the difference between the branding and the quality of products. To determine the difference, there were two studies conducted focused on coffee products. The first study included a presentation that contained slides with different coffee products. The first slide displayed pictures of three different coffee brands, and students then ranked them based on the brand. Next, a slide showed the same coffee brands but with prices. The goal was to find out whether or not the students changed the order based off the prices, and they also were eye tracked. In our second study, there were two focus groups conducted that each included10-12 students. In the focus groups, several questions were asked regarding the branding and the quality of coffee to see why they purchased certain coffee products. Overall, students purchase coffee based on price.

Biography

Ashley Koesterer is a senior from Saint Louis who is dual majoring in Business Management and Systems and Economics, she is also minoring in Information Science and Technology. Currently, Ashley is a member of Zeta Tau Alpha, the Student Body President of Missouri University of Science and Technology, and is a Marketing Assistant for Career Opportunities and Employer Relations. Recently, she received the Woman Student of the Year Award for all of her involvement and work on our campus. Ashley is graduating this May and will be working with Junction Solutions in Saint Louis as a Consultant.

Research Category

Arts and Humanities

Presentation Type

Poster Presentation

Document Type

Poster

Award

Arts and humanities poster session: First place

Location

Upper Atrium/Hall

Presentation Date

16 Apr 2014, 1:00 pm - 3:00 pm

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Apr 16th, 1:00 PM Apr 16th, 3:00 PM

The Branding and Quality of Coffee

Upper Atrium/Hall

For many people it is hard to distinguish the difference between the branding and the quality of products. To determine the difference, there were two studies conducted focused on coffee products. The first study included a presentation that contained slides with different coffee products. The first slide displayed pictures of three different coffee brands, and students then ranked them based on the brand. Next, a slide showed the same coffee brands but with prices. The goal was to find out whether or not the students changed the order based off the prices, and they also were eye tracked. In our second study, there were two focus groups conducted that each included10-12 students. In the focus groups, several questions were asked regarding the branding and the quality of coffee to see why they purchased certain coffee products. Overall, students purchase coffee based on price.