Consumer Attitudes & Behavior

Aside from training 5,000 farmers, agronomists and coffee business professionals every year, a new institute will provide much-needed infrastructure to support rapidly expanding coffee production in the region.

In a survey of 2,191 U.S. adult consumers, 56 percent indicated that they would be at least somewhat likely to switch to another brand/company based on customer service options. The bottom line: Companies are at risk of losing customers if they neglect to accommodate customer preferences or adopt evolving channels of communication.