Factors Influencing Customers to Visit Coffee Chains

Abstract

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. The four Ps strategies are adjusted or mixed in an attempt to develop a marketing mix that is optimised to meet the demands of the target market, especially young generation. Furthermore, this research provides an idea to marketers to have a better understanding on consumers’ perception in terms of factors influencing them to visit 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. Based on factor analysis test, 19 variables have been selected in this research. Finally, at the 0.01 significant level, the analysis of this study realised that all factors, product, price, place and promotion were also can be considered as significant correlation.