000			02138nam a2200229 4500
003			APU
005			20230626121646.0
008			190127b2017 xxu||||| |||| 00| 0 eng d
050			_aPM-31-91
100	0		_aCHEN LILI (TP054091) _941577
245	1	0	_aFACTORS INFLUENCING CONSUMER CONSUMPTION OF COFFEE AMONG GENERATION Y IN CHINA / _cCHEN LILI.
260			_aKuala Lumpur : _bAsia Pacific University, _c2019
300			_ax, 85 pages : _billustrations ; _c30 cm.
502			_aA thesis submitted in fulfillment of the requirements for the award of the degree of Master in Euro-Asia Business Administration (UCMF1808EAMBA).
520			_aIn 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.
650		0	_aCoffee _941578 _xSocial aspects.
650		0	_aCoffee drinking _941579 _xSocial aspects.
650		0	_aGeneration Y _zChina. _946673
700	0		_aDr. Dhajionu Uchechi Cynthia _eSupervisor. _948300
856	4	0	_uhttps://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ _yAvailable in APres _z- Requires login to view full text.
942			_2lcc _cMasters Theses
999			_c383328 _d383328