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You searched Library Catalogue - Publisher: RoutledgeFalmer,
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Call Number (WOU)
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SP CEMBA 2017 88
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Author
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Yong, Mien Ee
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Title
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Market research of consumers’ expectation on specialty coffee in Klang Valley, Malaysia. / Yong Mien Ee
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Abstract
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This research is aims to investigate the consumers’ expectations on Specialty Coffee in Klang Valley area include the quality of coffee bean, coffee roasting style, coffee brewing style, coffee cupping style and coffee tasting style. Also investigate are these expectations the factors that influence consumers’ buying behavior as well. The research objective is to
identify which are the expectations or factors that influences consumers to purchase a specialty coffee beverage. The data collection is carry out by using qualitative questionnaire approach, where questionnaire is designed by using 5-point Likert Scale model. Which to meet the research objective mentioned above and ability to find answers for the research questions. Total 108 usable responses collected. The data collected first will be tested by Reliability Analysis to examine the consistency of the data collected. The five factors mentioned will be converted into hypothesis form and examine by using Regression Analysis, Chi-Square Analysis and ANOVA Analysis to test the relationship and effect for the independent variables (influence factor) with the dependent variable (buying decision).
Lastly, the paper will have further discuss on the findings from research, recommendations on
information utilization. Also identify the limitation of this research and some suggestion for the researchers who are plan to carry out similar research at the future.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Marketing -- Malaysia
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