<![CDATA[Coffee is one of the most consumed beverages in the world. It is highly consumed among many parts of India. Various studies concentrate on the effects of consuming coffee and consumer’s behavior in purchasing products related to coffee. Less studies focus on their effect among college students. Therefore, the aim of this study was to determine the coffee consumption habits and the perception of its effect among college students in Mumbai. The study was performed using convenient sampling method with a sample size of 234 students studying in different colleges from Mumbai. This study collected information about the characteristics of the students participated, coffee intake habits and the perception of its effect on consuming coffee. The majority of the students in this study consume coffee. Using factor analysis, the major factors affecting the consumption of coffee on daily basis was identified. The consumption of coffee was more during their important academic activities such as project work or examination days. Due to the burden of exams, students consume coffee to increase their study hours and academic performance.]]>
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