The knowledge levels on coffee appeared to be relatively weak in the North and East. While consumers in the North believed that instant coffee was convenient and tasted good, the seasoned coffee consumer in the South believed that all instant coffee contains chicory and that filter coffee is the gold standard in coffee. Respondents in the North, followed by East, appeared to be most positively inclined to consume more coffee at home if the price was less, they were reassured on health and they could try different recipes Respondents in the North, followed by West and East, appeared to be most positively inclined to consume more coffee outside if the price was less, consistently good coffee was more easily available outside, and they were re assured on health In South, consumers believed that they would consume more coffee at home i their family & friends consumed coffee In the East, there appeared to be a certain level of eagerness to learn about making just right coffee and they would make filter coffee if they knew how to make it well.