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...
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| Format: | Article |
| Language: | en |
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Universiti Teknologi MARA, Perlis
2016
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| Online Access: | https://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf https://ir.uitm.edu.my/id/eprint/40376/ https://jurnalintelek.uitm.edu.my/index.php/main |
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| _version_ | 1833066400732676096 |
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| 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 |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| 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 |
| id | my.uitm.ir-40376 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2016 |
| publisher | Universiti Teknologi MARA, Perlis |
| record_format | eprints |
| spelling | my.uitm.ir-403762021-01-15T03:27:50Z https://ir.uitm.edu.my/id/eprint/40376/ Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.] jurnalintelek 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 https://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf Coffee marketing: what matters to coffee drinkers? / Nooraini Mohamad Sheriff ... [et al.]. (2016) Jurnal Intelek <https://ir.uitm.edu.my/view/publication/Jurnal_Intelek/>, 10 (2). pp. 15-29. ISSN 2682-9223 https://jurnalintelek.uitm.edu.my/index.php/main |
| 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.] |
| title | 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_short | 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.] |
| topic | Marketing Nutrition. Foods and food supply |
| url | https://ir.uitm.edu.my/id/eprint/40376/1/40376.pdf https://ir.uitm.edu.my/id/eprint/40376/ https://jurnalintelek.uitm.edu.my/index.php/main |
| url_provider | http://ir.uitm.edu.my/ |