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TOLEDO, Ohio -- Twenty-two percent of consumers stop at a convenience store when looking for coffee on the go, consumer research company, RitterAssociates, found in its latest study of coffee-drinking preferences.
According to the survey, more than half of coffee-drinking occasions take place outside the home, with taste being the No. 1 deciding factor, followed by value and convenience.
"We Americans still like a cup of coffee to keep us on the go even in uncertain economic times," Stanley Gene Hart, president of Toledo, Ohio-based RitterAssociates, said in a statement. "We want a good-tasting cup of coffee wherever we buy it."
For the study, more than 18,000 men and women were invited to participate representing nearly all corners of the United States. Respondents were categorized by the number of times they typically drink coffee in a week -- frequent users, five to seven times; moderate users, three to four times; and light users, one to two times.
The survey findings also include what types of stores consumers visit to buy their coffee, the price points they typically pay, as well as demographics based on age and gender.
RitterAssociates will host a free webinar, including a question/answer session, at 2 p.m. EST tomorrow to share insights from the full study. Those interested in attending, can log onto www.ritterassociates.com/informational-resources/registration_coffee.html.
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