Coffee at home was significantly different to coffee out side. Rating for coffee outside home was better than tea outside home, specifically in the North and the East. Coffee from vending machines rated significantly more satisfactory in the North as compared to the East or the West. Consumers in the North believed that making filter coffee was time-consuming. In the weak coffee markets, the key barriers to coffee ap- peared to be its bitter taste (East) and its inconsistent taste outside. High price of coffee was also felt as a barrier in the South and the North