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You searched Library Catalogue - Subject: Domestic animals.
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Call Number (WOU)
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SP CEMBA 2016 60
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Author
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Chua, Yean Choo
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Title
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Factors influencing consumer choice of international CoffeeOutlets in Penang. / Chua Yean Choo.
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Abstract
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This study was conducted to identify factors influencing the choice of international coffee outletsin relation to Starbucks, Coffee Bean and Tea Leaf and McCafe in Penang, Malaysia. For this tudy, the concept of consumer choice is influenced by five factors, including social, branding,physical environment, psychological and personal factors. Quantitative method was the primary method used throughout the study and included statistical techniques, reliability test, exploratory factor analysis, correlation and linear regression to find out factors affecting consumer choice. This study found that there are five factors influencing consumer choice which are social, branding, physical environment, psychological and personal factors. In order to position their business in this market, the coffee outlets marketers should focus on: a) Increasing consumers’ perceived value and tendency for return visits b) Providing different range of beverage products to different consumers c) Launching new products d) Selecting location e) Conducting service training f) Human Resource Involvement.
Further studies can be conducted among customers in a broader geographical area instead
of only in Penang.
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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, 2016
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Physical Description
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1 online resource (118 pages) : illustrations, text file, PDF.
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Subject
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Consumer -- Attitudes
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