Paper Title
FACTORS AFFECTING COFFEE CONSUMERS BEHAVIOR: A CASE STUDY OF CONSUMPTION IN BEIJING
Article Identifiers
Authors
YANG MENG , Dr Chonlavit Sutunyarak
Keywords
Customers in Beijing, marketing mix strategy, consumers’ behavior, coffee consumption, coffee shops
Abstract
Coffee is a common beverage consumes in the world as well as in Beijing which is also an agricultural plant that is economically important with highest trading ranking in the world. Caffeine is an important component of coffee which stimulates the mind of human beings. Up to date, coffee beverages is one of the most popular or famous beverages in this world. The objectives of this research were as following: 1) To study the personal characteristics that affect the consumers’ behavior in using the services of coffee shops in Beijing, China and 2) Study the marketing mix factors affect the consumers’ behavior to use the services of coffee shops in Beijing, China. A survey was conducted with a sample size of 400 customers selected by random sampling and cross- sectional survey method throughout 14th of October 2022 until 18th of November 2022. Questionnaires qualitative approach was the instrument used in this research. The results found that the respondents believed that the general marketing mix factors affect the consumers behaviors at various level. Among all, the highest level was process with mean score as the highest at 3.7298, followed with physical evidence, people, promotion, product, place and lastly price 3.6772. The respondents had high agreeable level that all 7P of marketing mix had influence the consumer behavior.
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How To Cite (APA)
YANG MENG & Dr Chonlavit Sutunyarak (February-2023). FACTORS AFFECTING COFFEE CONSUMERS BEHAVIOR: A CASE STUDY OF CONSUMPTION IN BEIJING. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(2), b386-b416. https://ijnrd.org/papers/IJNRD2302139.pdf
Issue
Volume 8 Issue 2, February-2023
Pages : b386-b416
Other Publication Details
Paper Reg. ID: IJNRD_187467
Published Paper Id: IJNRD2302139
Downloads: 000121998
Research Area: Management
Country: CHERAS, SELANGOR, Malaysia
Published Paper PDF: https://ijnrd.org/papers/IJNRD2302139.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2302139
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
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