To achieve an understanding of consumers and their behaviour it is essential to plan and execute an effective programme of action for any business, enabling it to influence consumer choices. Many factors make up the totality of consumer behaviour, but through this diversity the market develops, creates new facilities, adapts to needs and produces new products and services. The aim of the study was to identify the factors influencing consumers' purchasing decisions and the frequency of coffee consumption. The Pen-And-Paper Personal Interview (PAPI) method was conducted in a narrow subject perspective, so the results obtained cannot be generalised to the entire population of adults in Poland. The results obtained contribute to the understanding of potential pathways of choice, frequency and context of coffee consumption by consumers.