first record | previous record | next record | last record
full | marc
Record 1 of 1
  Total Requests  0      Unsatisfied Requests  0
You searched Library Catalogue - Subject: Domestic animals.
Call Number (WOU) SP CEMBA 2016 60
Author Chua, Yean Choo
Title Factors influencing consumer choice of international CoffeeOutlets in Penang. / Chua Yean Choo.
Abstract 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.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2016
Physical Description 1 online resource (118 pages) : illustrations, text file, PDF.
Subject Consumer -- Attitudes

Advanced searchTips
 Words: Search type:
 
Database: Library Catalogue
Location Filter:
All Libraries
WOU Main Library
RC Ipoh Library
RC Johor Bahru Library
RC Kuala Lumpur Library
RC Kuching Library
DISTED Main Library
DISTED Hospitality Library