Proceedings of 3rd Asia-Pacific Business Research Conference
25 - 26 February 2013, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-19-1
Factors Influencing Customers to Visit Coffee Chains
Chai-Lee Goi*
The main objective of this study is to examine whether product, price, place
and promotion will influence customers, especially the younger generation
to visit the coffee chain in Malaysia. Overall, 240 valid samples have been
used in this study. Results of this study found that all of these factors have
influenced the customers to visit the coffee chain. By using factor analysis,
we have finalised 19 variables why customers visited coffee chains. The
analysis of this study realised that all factors, product, price, place and
promotion were also correlated.
*
Dr. Chai-Lee Goi, Department of Marketing and Management, Curtin University, Malaysia.
Email : goi.chai.lee@curtin.edu.my