Conclusion

According to the decision maker, the company had a problem of being a local brand because
the customer perception about the international brands which give them very high-end quality
product and they will have the validity of product longer than local brands. He recognizes a
chance as the customers now can accept and try their products and they can take advantage of
changing consumer attitude among the boycotts of global companies because of the events in
Gaza. Instead of changing course, he intends to introduce a products that emphasizes both
affordability and quality. Gaining market share and encouraging word-of-mouth are essential
for success. He places a high priority on obtaining information on consumer perceptions and
product distinction in order to implement this plan. This proactive strategy emphasizes
flexibility and strategic foresight by attempting to take advantage of the present market
dynamics while lowering risks.

Also, the industry expert provides us with some information. The coffee industry shows a
steady growth, the imports increasing every year. Major suppliers come from Brazil, Vietnam,
Colombia, Indonesia and Ethiopia. The development of the industry is evident from basic
classical coffee to various flavors and its addition to various products such as chocolates,
biscuits etc. Economic conditions, especially the stock market price and dollar fluctuations,
directly influence market dynamics. While coffee offers health benefits such as improving heart
disease and reducing the risk of diabetes, excessive consumption can have side effects such as
high blood pressure the competitive landscape has widened considerably, with competitors
more than 100 directly producing market prices. Also, any drink with cold pear juice is unfair
competition. Notably, climate change is emerging as a major factor affecting the industry due to
its negative impact on coffee tree health and yield. The target demographic primarily covers the
18- to 45-year-old age group, highlighting the strong appeal of the profession across different
age groups.

Therefore, we collected from the focus group after doing screening questionnaire and knowing
whether these people are interested in local brands coffee products or not, it turns out they all
agree with boycotting the international brands and that will give the local brands a huge chance
to compete, and when it comes to local brands all of them agreed on maintaining the same
quality is the key to gain customer loyalty to your product, also nowadays price is one the most
important factors due to the inflation, so we claimed that the most two important things for
the customer is product affordability and product quality.
Based on questionnaire, taste preference remains an important factor for consumers when
choosing coffees. Brand reputation has a significant impact on choice, with 62.2% of
respondents indicating that they switched brands based on reputation. Additionally, 35.2%
express interest in exploring new types of coffee. Packaging plays an important role in
consumer perception, as emphasized by 82% of respondents. Recommendations and reviews
online essentially guide consumers to discover new brands. In particular, "Zahret Elbon Brazily"
stands out, mostly agreeing for value for money and consistent flavor. In terms of preferred cup
size, 45.2% preferred a medium size, emphasizing the importance of considering cup size for
most. Local brand awareness in the area is 53.2%. Specifically, most consumers look for reviews
and shows online before making a buying decision. Finally, brand loyalty relies heavily on
product development and customer service, emphasizing the most important priorities for
brands to retain customers.