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By: Jacqui Stanford | New Zealand News | Saturday May 5 2012 14:53
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If your cafe's struggling, this is the study for you. Massey University researchers have found customers of cafes that promote fair trade coffee in-store have higher satisfaction levels, and are willing to pay more for their daily brew. Marketing senior lecturer Dr Andrew Murphy says fair trade coffee is becoming a routine purchase for an increasing number of New Zealanders, both in cafes and supermarkets. He says it's still a premium rather than mainstream product, so it's a way for cafes to differentiate themselves if they want to attract a particular type of consumer. The research comes as Oxfam is encouraging New Zealanders to give fair trade coffee a go during 'fair trade fortnight', which starts today. Photo: Getty Images |
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Tuesday, May 21, 2013
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