ities of both groups shared the same description of coffee.
Respondents were asked to indicate what they felt was the main reason why they drank instant coffee. The main reason that was cited by the respondents for drinking instant coffee was that it "kept them awake"(53%). Respondents were asked in a separate questions about the extent to which they agreed to the statement "Instant Coffee Keeps Me Awake" using a Likert scale of 1(strongly agree) to 5(strongly disagree). The mean score for the statement was 2.74, shows that they agreed that instant coffee serves its purpose as a stimulant to keep them awake.
2.3 Person purchasing instant coffee
To gain a more comprehensive insight on the purchase behavior of instant coffee, respondents were asked about the person who buys the instant coffee. Most (46.7%) of the respondent's have their mothers buy their instant coffee for them. 42.0% of the respondents make the purchases of the instant coffee by themselves. 5% of the respondent's fathers buy their instant coffee and only 2.7% of the respondents buy their coffee through their siblings.
2.4 Age at which Respondent first Drank Instant Coffee
From the table above, nearly half (46.7%) of the respondents started drinking instant coffee at the age of 16 to 20 years old. This coincides with the age they began their tertiary education. The next most common group were those who started drinking instant coffee from 11 to 25 years old (29.3%).
2.5 Perceived taste of Instant coffee
Respondents were asked about their views about the taste of Instant coffee. The taste of Instant coffee was assessed on 3 aspects in question A9 (Appendix C) namely, strength, sweetness and bitterness. Respondents indicated their views on a bipolar scale ranging from 1 to 5. On average, the mean score of coffee strength, sweetness and bitterness were 2.70, 3.11 and 3.08 respectively.
To extend our analysis further, we examine whether respondents' taste ...