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| Technological Factors Abd Coffee Consumption In Rukungiri District, Southwestern Uganda.
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Turyasingura John Bosco and Agaba Moses
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Abstract:
: This study adopted a cross-sectional survey research design and involved quantitative and qualitative methods which enabled the study to evaluate the relationship between the study variables in a snapshot. A sample of 123 respondents was selected using simple random and purposive sampling techniques. The quantitative data were analyzed using SPSS Version 23.0 and the thematic analysis method was used to analyze the qualitative data. Quantitative results in form of descriptive statistics, correlations, and regressions were presented in tables based on the study objectives. The study found that technological factors were positively and significantly related to coffee consumption there was a significant positive relationship between technological factors and coffee consumption with (r =. 658, P?.01). The Technological factors status in terms of Processing machinery, Value addition, and Brand image, and as such, coffee consumption is influenced by these factors. The study further concluded that embedded beliefs, that the people of Rukungiri District should go back to their tradition of coffee consumption since it was their own from the beginning
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