INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)
Coffee is a common beverage consumes in the world as well as in Beijing which is also an agricultural plant that is economically important with highest trading ranking in the world. Caffeine is an important component of coffee which stimulates the mind of human beings. Up to date, coffee beverages is one of the most popular or famous beverages in this world. The objectives of this research were as following: 1) To study the personal characteristics that affect the consumers’ behavior in using the services of coffee shops in Beijing, China and 2) Study the marketing mix factors affect the consumers’ behavior to use the services of coffee shops in Beijing, China. A survey was conducted with a sample size of 400 customers selected by random sampling and cross- sectional survey method throughout 14th of October 2022 until 18th of November 2022. Questionnaires qualitative approach was the instrument used in this research. The results found that the respondents believed that the general marketing mix factors affect the consumers behaviors at various level. Among all, the highest level was process with mean score as the highest at 3.7298, followed with physical evidence, people, promotion, product, place and lastly price 3.6772. The respondents had high agreeable level that all 7P of marketing mix had influence the consumer behavior.
" FACTORS AFFECTING COFFEE CONSUMERS BEHAVIOR: A CASE STUDY OF CONSUMPTION IN BEIJING", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 2, page no.b386-b416, February-2023, Available :http://www.ijnrd.org/papers/IJNRD2302139.pdf
Downloads:
000118745
ISSN:
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Facebook Twitter Instagram LinkedIn