JEFMS Journal

ABSTRACT:

Rukungiri District production and marketing department has pursued campaigns to educate the public about the health benefits of coffee, including its high antioxidant content, potential to prevent certain malignancies, and potential to lower type 2 diabetes risk. Despite these efforts, the District still has a low level of coffee consumption. This study tried to determine whether economic variables could be responsible for the low consumption. Through the use of both quantitative and qualitative methods and a cross-sectional survey research design, this study was able to quickly assess the relationship between the study variables. Simple random and purposeful sampling methods were used to choose a sample of 123 respondents. The thematic analysis method was utilized to assess the qualitative data, while SPSS Version 23.0 was used to analyze the quantitative data. Based on the study's aims, quantitative data were presented in tables as descriptive statistics, correlations, and regressions. The study discovered a substantial positive association between economic parameters and coffee intake (r = 0. 876, P.01). Coffee consumption is influenced by the economic status in terms of higher incomes, wages, and general standards of living because these factors have a tendency to affect people's consumption habits. The study also came to the conclusion that raising the economic standing of residents of the Rukungiri District is what will drive up coffee consumption.

KEYWORDS:

Economic Factors, Coffee Consumption, Rukungiri District

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