Coffee Marketing: What Matters to Coffee Drinkers?

Nooraini Mohamad Sheriff, Haslina Ismail, Zati Iwani Abu Bakar, Danariah Damain

Abstract


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.

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Copyright (c) 2016 Nooraini Mohamad Sheriff, Haslina Ismail, Zati Iwani Abu Bakar, Danariah Damain

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Universiti Teknologi MARA Cawangan Perlis