Social-Cultural Factors And Coffee Consumption In Rukungiri District,Uganda.
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Date
2022-10-31
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Quest Journals, Journal of Research in Business and Management
Abstract
This study adopted a cross-sectional survey research design and involved quantitative and qualitative methods
which enabled the study to evaluate the relationship between the study variables in a snapshot. A sample of 123
respondents was selected using simple random and purposive sampling techniques. The quantitative data were
analyzed using SPSS Version 23.0 and the thematic analysis method was used to analyze the qualitative data.
Quantitative results in form of descriptive statistics, correlations and regressions were presented in tables based
on the study objectives. The study found that social-cultural factors were positively and significantly related to
coffee consumption (r =. 764, P≤.01). The social-cultural factors status in terms of Social class of
people/reference groups, Occupation and Life Style and as such, coffee consumption is influenced by these
factors. The study further concluded that embedded beliefs, that the people of Rukungiri District should go back
to their tradition of coffee consumption since it was their own from the beginning
Description
Keywords
social-economic factors, coffee consumption Rukungiri District