Identification of Factors Influencing the Customer Preference Towards Emerging Innovative Retail Formats on the Example of Coffee to Go Concept

The aim of this paper is to identify factors influencing the consumption of ”coffee to go". These factors have been identified based on research and literature. The practical importance of this study is to highlight and analyze the factors that may serve as a description of the target group for the coffee market, which, in turn, will have the opportunity to tailor its offer to new consumers interested in the format of « coffee to go ». Theoretical contribution of this paper and the conducted research is to study the possibility of transfer of factors affecting the consumption of coffee in general to the consumption of « coffee to go » in order to confirm or deny the influence of these factors. The conclusions of this work include practical recommendations for cafes that sell « coffee to go », as well as a portrait of their target audience and the circumstances in which consumers are most likely to make a purchase.