What is Ready-to-Drink (RTD) Coffee

As the second largest traded product in the world, coffee has high potential and competitive market. Product excellence and competitiveness in the minds of consumers will determine product leadership. For coffee products, it is necessary to know the criteria that are in accordance with the characteristics and culture of Indonesian consumers. In this chapter, input stimulus variables that determine consumer behavior are viewed from the marketing mix aspects. These attributes were then analyzed using a Participatory Prospective Analysis to identify the position of the driving factors in influencing consumer attitudes. The results showed that the driving variables for consumer attitude towards consuming imported canned coffee drinks were affordable price, packaging, flavor, reference source, and availability. These attributes were located in the upper-left quadrant which shows strong influence and low-dependence between the attributes. Recommended alternative marketing strategies are institutional strengthening of marketing/distribution and development of marketing mix.