Cover Image

Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]

This study established the influence of marketing strategies on the purchase of local instant coffee. A two tier sampling approach was utilized. Simple Random Sampling was used in the first tier to select distributors of BA local instant coffee. Subsequently Judgmental sampling was exercised to sele...

Full description

Saved in:
Bibliographic Details
Main Authors: Mohamad Sheriff, Nooraini, Ismail, Haslina, Abu Bakar, Zati Iwani, Damain, Danariah
Format: Article
Language:English
Published: Universiti Teknologi MARA, Perlis 2016
Subjects:
Marketing
Nutrition. Foods and food supply
Online Access:http://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf
http://ir.uitm.edu.my/id/eprint/40376/
https://jurnalintelek.uitm.edu.my/index.php/main
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uitm.ir.40376
record_format eprints
spelling my.uitm.ir.403762021-01-15T03:27:50Z http://ir.uitm.edu.my/id/eprint/40376/ Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.] Mohamad Sheriff, Nooraini Ismail, Haslina Abu Bakar, Zati Iwani Damain, Danariah Marketing Nutrition. Foods and food supply This study established the influence of marketing strategies on the purchase of local instant coffee. A two tier sampling approach was utilized. Simple Random Sampling was used in the first tier to select distributors of BA local instant coffee. Subsequently Judgmental sampling was exercised to select 150 consumers of local instant coffee in the Klang Valley. Self-administered questionnaires comprising of 2 sections namely demographics, marketing strategies and purchase were distributed to BA’s local instant coffee drinkers. A 5 point Likert scale was used in this study to solicit the needful responses. Data were treated to the correlation and regression analysis to establish the association and influence of marketing strategies on purchase of BA local instant coffee. It was uncovered that product strategy had the greatest influence on consumer’s purchase of BA local instant coffee. This suggests a strong need for BA Industries International to consistently safeguard the overall quality of their coffee namely taste, variety, convenient preparation, packaging, and labeling. It is also of prime importance to innovatively create sustainable differentiation through fortification of their coffee to offer health and wellness properties in the long term. Hence, there is a pressing need for BA Industries International is to engage in continuous research and innovation as a measure to contain cost and yet remain dynamic to fulfill the changing taste and preference of local coffee drinkers at par with the international coffee companies. Universiti Teknologi MARA, Perlis 2016-12 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf Mohamad Sheriff, Nooraini and Ismail, Haslina and Abu Bakar, Zati Iwani and Damain, Danariah (2016) Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]. Jurnal Intelek, 10 (2). pp. 15-29. ISSN 2682-9223 https://jurnalintelek.uitm.edu.my/index.php/main
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Marketing
Nutrition. Foods and food supply
spellingShingle Marketing
Nutrition. Foods and food supply
Mohamad Sheriff, Nooraini
Ismail, Haslina
Abu Bakar, Zati Iwani
Damain, Danariah
Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
description This study established the influence of marketing strategies on the purchase of local instant coffee. A two tier sampling approach was utilized. Simple Random Sampling was used in the first tier to select distributors of BA local instant coffee. Subsequently Judgmental sampling was exercised to select 150 consumers of local instant coffee in the Klang Valley. Self-administered questionnaires comprising of 2 sections namely demographics, marketing strategies and purchase were distributed to BA’s local instant coffee drinkers. A 5 point Likert scale was used in this study to solicit the needful responses. Data were treated to the correlation and regression analysis to establish the association and influence of marketing strategies on purchase of BA local instant coffee. It was uncovered that product strategy had the greatest influence on consumer’s purchase of BA local instant coffee. This suggests a strong need for BA Industries International to consistently safeguard the overall quality of their coffee namely taste, variety, convenient preparation, packaging, and labeling. It is also of prime importance to innovatively create sustainable differentiation through fortification of their coffee to offer health and wellness properties in the long term. Hence, there is a pressing need for BA Industries International is to engage in continuous research and innovation as a measure to contain cost and yet remain dynamic to fulfill the changing taste and preference of local coffee drinkers at par with the international coffee companies.
format Article
author Mohamad Sheriff, Nooraini
Ismail, Haslina
Abu Bakar, Zati Iwani
Damain, Danariah
author_facet Mohamad Sheriff, Nooraini
Ismail, Haslina
Abu Bakar, Zati Iwani
Damain, Danariah
author_sort Mohamad Sheriff, Nooraini
title Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
title_short Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
title_full Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
title_fullStr Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
title_full_unstemmed Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]
title_sort coffee marketing: what matters to coffee drinkers? / nooraini mohamad sheriff ... [et al.]
publisher Universiti Teknologi MARA, Perlis
publishDate 2016
url http://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf
http://ir.uitm.edu.my/id/eprint/40376/
https://jurnalintelek.uitm.edu.my/index.php/main
_version_ 1690374247878230016
score 13.211869

Similar Items