Determinants Shaping Coffee Consumption Culture among Banking Professionals in Kathmandu Valley

Abstract

The lifestyle of Nepali consumers, particularly in Kathmandu, is shifting due to the influence of globalization and Western culture. This study explores the emerging coffee culture, primarily among bankers in Kathmandu Valley, where coffee consumption is rising despite Nepal's traditional preference for tea. The research aims to identify the factors driving this trend, such as Western influence and changing consumer behavior and examines the attitudes of bank employees toward coffee. The study provides insights that will help marketers and the coffee industry strategize for future growth and offers a foundation for further research on coffee consumption in among various emerging cultures, Coffee drinking is one of the emerging cultures among Nepali consumers. These days, White Mochas, Cappuccinos, Lattes, Cafe Mocha, Americano, and Espressos are on everybody lips, literally and figuratively. Traditionally, Nepalese are more tea-people than coffee-people. There are tea stalls in virtually every nook and corner of the country and it is still the favorite national drink for the rich as well as the poor. But over the last couple of years, the habit of coffee consumption has shot up dramatically, particularly in Kathmandu and other urban centers, with youngsters of the MTV generation and foreign-returned professionals as the primary consumers.