CHEN LILI (TP054091)
FACTORS INFLUENCING CONSUMER CONSUMPTION OF COFFEE AMONG GENERATION Y IN CHINA / CHEN LILI. - Kuala Lumpur : Asia Pacific University, 2019 - x, 85 pages : illustrations ; 30 cm.
A thesis submitted in fulfillment of the requirements for the award of the degree of Master in Euro-Asia Business Administration (UCMF1808EAMBA).
In recent years, in China, whether in trade or people's living habits, it has become internationalized. Drinking coffee has become a part of the habits of Chinese people, especially young people. Therefore, more and more international brand coffee shops have entered China, and Chinese local coffee brands have also developed rapidly. The study focused on factors that influence the consumption of coffee by millennials in China. The researchers collected 405 questionnaires, which were available based on responses from respondents in the questionnaire. In the coffee consumption process of the millennial generation in China, product prices, product quality, brand, store atmosphere and service quality are significantly correlated with consumers' willingness to consume coffee. However, the correlation between the store atmosphere and the consumer consumption of coffee is the strongest. In other words, the store atmosphere has a greater impact on the willingness of Chinese millennials to consume coffee, followed by brand and product prices, with the least impact on product quality and service quality.
Coffee--Social aspects.
Coffee drinking--Social aspects.
Generation Y--China.
PM-31-91
FACTORS INFLUENCING CONSUMER CONSUMPTION OF COFFEE AMONG GENERATION Y IN CHINA / CHEN LILI. - Kuala Lumpur : Asia Pacific University, 2019 - x, 85 pages : illustrations ; 30 cm.
A thesis submitted in fulfillment of the requirements for the award of the degree of Master in Euro-Asia Business Administration (UCMF1808EAMBA).
In recent years, in China, whether in trade or people's living habits, it has become internationalized. Drinking coffee has become a part of the habits of Chinese people, especially young people. Therefore, more and more international brand coffee shops have entered China, and Chinese local coffee brands have also developed rapidly. The study focused on factors that influence the consumption of coffee by millennials in China. The researchers collected 405 questionnaires, which were available based on responses from respondents in the questionnaire. In the coffee consumption process of the millennial generation in China, product prices, product quality, brand, store atmosphere and service quality are significantly correlated with consumers' willingness to consume coffee. However, the correlation between the store atmosphere and the consumer consumption of coffee is the strongest. In other words, the store atmosphere has a greater impact on the willingness of Chinese millennials to consume coffee, followed by brand and product prices, with the least impact on product quality and service quality.
Coffee--Social aspects.
Coffee drinking--Social aspects.
Generation Y--China.
PM-31-91