对新西兰消费者偏好的总体研究表明，与国际品牌相比，新西兰人更可能信任新西兰本土品牌。这是咖啡俱乐部的加分点。他们更喜欢处理新西兰元的业务，包括GST，在那里他们有合法的消费者保护等。经济状况的整体改善导致了消费者信心良好的情况，因此他们花费更多，特别是在休闲和放松活动(Euromonitor International, 2016)。然而，在当前时代，政治上的不确定性也会导致一些保守支出。
Research on New Zealand consumer preferences in general cites that New Zealanders would be more likely to trust a local New Zealand brand versus an international brand. This is a plus point for the Coffee Club. They prefer such businesses which deal with NZ dollars, include GST, where they have legal consumer protection etc. Overall improvement in economic conditions has led to the situation where consumer confidence is good, and hence they spend more, especially in leisure and relaxation activities (Euromonitor International, 2016). However, in the current times, the political uncertainty does lead to some conservative spending, too.
Changing work patterns
Online technology and mobile technology is changing work patterns within the country. Part time employment has grown in New Zealand since 2001 and the number of women and diverse force workers have also increased. The changing work patterns hence put more people into employment with more money for spending
Changes in lifestyles of population
New Zealand is not new to the coffee culture, and the current lifestyle trends show a population that enjoys their leisure time when they can afford. Affordable coffee like the one presented at the Coffee Club is a treat for people looking to catch up with daily coffee or for a weekend jaunt.
The level of education of the population in local markets
Formal education is compulsory for everyone between age group of 6 and 16 years. The number of adults in the age group of 25-24 who have a higher-level education has increased. The rates show that both male and female study rates have increased. While there were discrepancies between the genders and their education in early 1990’s, as of 2016, they are almost equal (Stats, 2017a). Education has definitely played a significant role in increasing the real gross national disposable income in the country. As the graph shows, the increase has been quite steady with some small dips during the recession period of 2010 and 2011 only (Stats, 2017b). This is a supportive factor when it comes to restaurant businesses and coffee houses as people would be more willing to spend their money there.