The factors influencing the acceptance of domestic coffee among Nepalese

Abstract

Global coffee consumption is on the rise, reflecting its popularity, including in Nepal. Addressing the gap of having limited research in Nepal on factors crucial for local coffee industry’s growth and sustainability this study employed a quantitative, descriptive cross-sectional design using structured questionnaires for data collection. Convincing sampling and reliability were established through Cronbach’s alpha test and the pre-test. Data analysis utilized descriptive, multiple regression, and one-way ANOVA. The study focused on customers aged 15–50 who visited Himalayan Java outlets in Kathmandu, Lalitpur, and Bhaktpur. Findings indicate that taste and promotional factors positively impact the acceptance of Nepali coffee, while availability, aroma, and price do not show significant impacts. These results support the hypotheses that taste and play crucial roles in Nepali coffee acceptance, while availability, aroma, and price have a lesser impact. Additionally, educational background and age affect acceptance, while income groups do not significantly contribute. These findings provide insights into consumers' preferences for Nepali coffee.