Influence of Product Design Decisions on Gastronomic Experiences in Selected Coffee Growing Farms of Central Kenya

Abstract

based on the tourist’s data, Categorical regression was used to decipher the relationship between three product design decisions (branding, packaging and cost), and gastronomic experiences in coffee growing areas of central Kenya region. The model fit was robust with values of (R2= 911, F= 171.484, p= 0.000). Out of three product initiatives branding (B=0.835, df=3, F= 118.955, P= 0.000) and packaging (B=0.205, df=2, F= 3.694, p = 0.000) emerged significant. Categorical regression was further used to determine the major coefficients in the independent list (a factor that explained the product design decisions). The model fit was robust (R2 change= 0.970, F= 723. 669, p= 0.00) showing that it could represent more than 97% of the relationship sought by the researcher. All the coefficient variables were significant. The pricing factor was not significant (B=0.027, df=1, 0.272, p = 0.603. Considering the three-factor items for this factor (branding, packaging, and pricing) it is only the price (cost) item that did not significantly influence the gastronomic experience of tourists. This outcome indicates that product design decisions to a large extent significantly influence the gastronomic experience of tourists visiting the central Kenya region. The way coffee tourism is packaged and branded directly relates to the way the tourists will experience it. Policymakers in the county and national government should consider developing a strong coffee brand identity in order to build strong relationships with customers’ gastronomic experiences in coffee farms which in return could encourage repeat visits by tourists in coffee farms