Alnafissa, Mohamad; Alagsam, Fuad; Almojel, Suliman; … - In: Cogent business & management 11 (2024) 1, pp. 1-16
While Saudi coffee (SC) holds deep cultural and historical significance within the Kingdom, rising global exposure and modern coffee shops are driving domestic consumers toward other coffee (OC) varieties. In this context, this study has two objectives: First, to segment the coffee market and...