Title: COFFEE BRAND PREFERENCE AND CONSUMER BEHAVIOR: AN INTEGRATED AHP-TOPSIS MULTI-CRITERIA DECISION ANALYSIS
Author:
Asst. Prof. Dr. Mustafa Seçkin Şalvarlı
Abstract:
Coffee-brand choice requires simultaneous evaluation of sensory quality, price-value, trust, access, ethical sourcing, assortment, and service experience. This study develops an integrated Analytic Hierarchy Process (AHP)-Technique for Order Preference by Similarity to an Ideal Solution (TOPSIS) framework linking consumer motives with coffee-brand preference. Seven criteria and five anonymized brand archetypes are assessed using a fully disclosed synthetic dataset. AHP yields a consistent priority structure (CR = 0.009), led by sensory quality (31.0%), price-value (19.1%), and brand trust and reputation (17.3%). TOPSIS ranks the specialty-roaster archetype first (C = 0.544), followed by the global premium chain (0.482), sustainability-led brand (0.469), domestic mainstream chain (0.461), and value retail brand (0.455). Segment scenarios produce preference reversals: specialty leads quality-focused consumers, value retail leads value-convenience consumers, and sustainability-led leads ethics-experience consumers. A 10,000-draw Dirichlet simulation assigns specialty a 69.3% first-rank probability, showing that weight uncertainty creates competitive risk. The framework contributes a transparent bridge between consumer-behavior constructs and brand strategy. Because all numerical inputs are illustrative, the findings demonstrate the method rather than estimate the market and should be replicated with survey, sensory, transaction, or expert data.
Keywords: Coffee sector; brand preference; consumer behavior; AHP; TOPSIS; sustainability; customer experience; multi-criteria decision-making.
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