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This study aims to evaluate the preferences of consumers for coffee shop chains in Turkey with respect to the social, economic, and brand equity aspects. The research provides a tool to determine factors affecting coffee shop chain preferences, to prioritize these factors, and also to find the most preferred coffee shop chain by Turkish university students. Based on the literature review, the main criteria are identified as social dimension, environmental aspect, and brand equity. The problem on hand can be treated with AHP. The finding of the study reveals the most preferred coffee shop chain as Starbucks and the most important criterion as environmental aspect.

THE EVALUATION OF PREFERENCES OF CONSUMERS FOR COFFEE SHOP CHAINS IN TURKEY