Influence Consumer Purchase Behaviour for the Coffee Bean
1. Introduction:
In this 21st century, a demand of the coffee and tea is ever-increasing in complexity due to the new life style of modern people. People become more particular in choosing the coffee brand. Buyers hence may have to mainly rely on the brand image and the reputation of the manufacturers in order to simplify their purchase decisions. In addition to brand image, there are other factors that contribute to consumer purchase decision-making such as price of the products, servicescape and so on.
Through the identification of the ‘Management Decision Problem’; Hypotheses and Research Objectives were developed based on the THREE independent variables identified in the Conceptual Schema earlier. These factors will in a way affect the purchase intentions and decisions of consumers in the automotive industry. This literature review will provide a detailed view as to whether or not these variables have a relationship with the consumer choice.
After which, a survey questionnaire will be conducted on a sample population of 90-100 respondents. The survey results will be compiled, tabulated and tested against the hypotheses identified. The information will then be analyzed and interpreted, and concluded for managerial decisions.
2. Statement of management decision problem:
Problem definition:
Since its establish in 1963, The Coffee Bean & Tea Leaf has grown to become an international icon with more than 750 café outlets in 22 countries included Singapore. However, its sale has not been doing well comparing to other coffee brand like StarBucks which is one of the best coffee leaders in the world. To identify this issue, this research paper‘s objective will be testing on the three key factors that contribute to Coffee Bean’s consumer’s willingness of purchase as being defined in the Conceptual Schema earlier. They are price, brand name and servicescape which will be examined through this entire research paper by supporting with previous articles. In
In this 21st century, a demand of the coffee and tea is ever-increasing in complexity due to the new life style of modern people. People become more particular in choosing the coffee brand. Buyers hence may have to mainly rely on the brand image and the reputation of the manufacturers in order to simplify their purchase decisions. In addition to brand image, there are other factors that contribute to consumer purchase decision-making such as price of the products, servicescape and so on.
Through the identification of the ‘Management Decision Problem’; Hypotheses and Research Objectives were developed based on the THREE independent variables identified in the Conceptual Schema earlier. These factors will in a way affect the purchase intentions and decisions of consumers in the automotive industry. This literature review will provide a detailed view as to whether or not these variables have a relationship with the consumer choice.
After which, a survey questionnaire will be conducted on a sample population of 90-100 respondents. The survey results will be compiled, tabulated and tested against the hypotheses identified. The information will then be analyzed and interpreted, and concluded for managerial decisions.
2. Statement of management decision problem:
Problem definition:
Since its establish in 1963, The Coffee Bean & Tea Leaf has grown to become an international icon with more than 750 café outlets in 22 countries included Singapore. However, its sale has not been doing well comparing to other coffee brand like StarBucks which is one of the best coffee leaders in the world. To identify this issue, this research paper‘s objective will be testing on the three key factors that contribute to Coffee Bean’s consumer’s willingness of purchase as being defined in the Conceptual Schema earlier. They are price, brand name and servicescape which will be examined through this entire research paper by supporting with previous articles. In
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