Attitude of Consumers in Purchasing Coffee With Special Reference to Tirunelveli District

Coffee is one of the tempting beverages in India which makes any one feel fresh and enthusiastic. For a family or a person or for a hangout place, Coffee has been found a place in everyone’s refreshing moments. India is the seventh largest producer of coffee in the world, behind Brazil, Vietnam, Indonesia, Colombia, Ethiopia, and Honduras. While seventy percent of the coffee produced in India is exported, there has been a brewing demand for coffee in the domestic market as well. India is one of the world's greatest tea cultures, but it is certainly no stranger to the coffee bean. Consumers are increasingly educated and have more access to information about the products they consume thanks to the expansion of the internet and social networks, which put within reach of buyers a lot of information. This in turn encourages them to find out which of the offered products are “real” or “genuine”, allowing them to compare the attributes of products to make buying decisions based on what they perceive as authentic. Consumers recognize added value of products made with dedication, using quality ingredients, and they also value the work of artisan and traditional brands. As a result, consumers not only demand authentic products, but are willing to pay more for them. In this study, the researcher has attempted to analyze the attitude of consumers in purchasing Coffee with special reference to Tirunelveli District.