It is known that antioxidants protect cell membranes from the adverse effects or reactions which can cause excessive oxidation of the body. Therefore, this marketing essay indicates that coffee contains some antioxidants, people see it as more useful for their health. They start buying it not only for their usual reasons but also in order to get additional antioxidants. Tastes and preferences of customers change, which means increasing demand for coffee. This change in demand leads to a shift in the demand curve for coffee to the right. The equilibrium price for coffee increases as well as the equilibrium quantity.

Getting enough water is very important for coffee yield. Drought in areas with the largest coffee plantations means that the expected yield will be reduced. Consequently, ceteris paribus, expected supply of coffee decreases. People expect an increase in coffee prices. For this reason, they can create an increased demand for it even before they get accurate information about the actual harvest. If the harvest is saved, the price of coffee rises proportionally to the expected of decrease in the supply and demand growth due to it. As a rule, prices rise easily, but after the situation stabilizes, they seldom go down. It can be assumed that when consumers receive information about sufficient supply of coffee in the market, they reduce the demand to the previous level, and the price will gradually fall. If the harvest is damaged, the coffee supply remains low until the next harvest. 

Equilibrium price increases and equilibrium quantity decreases. The demand for goods is influenced by other related products. Doughnuts are a commodity that is complementary to coffee. For this reason, the increase in prices for doughnuts will likely reduce the demand for coffee. People who refuse to buy doughnuts at a higher price may also refuse to purchase coffee, which they bought along with doughnuts, in favor of other goods.

The implementation of a price floor on coffee can lead to a surplus of coffee in the market, where the price applied higher than the market equilibrium price. This means that producers are willing to sell more coffee at a higher price. At the same time, consumers are willing to buy less at a set price. This leads to excess of goods. The amount of coffee sold will be reduced to the level demanded at the set price.