Factors Affecting Consumers’ Buying Decision in the Selection of an Instant Coffee Brand

Cite this:
Matthew Rouwie Ong*, Katherine Reanne Kaharian, Maecaella Xelline Llorente. (2019). Factors Affecting Consumers’ Buying Decision in the Selection of an Instant Coffee Brand. Innovative Journal of Business and Management, 8(11), 195–214. Retrieved from https://innovativejournal.in/index.php/ijbm/article/view/2722
© 2022 Interactive Protocols
RIGHTS & PERMISSIONS
Article Views
1913
Altmetric
1
Citations
-
LEARN ABOUT THESE METRICS
   PDF  

Abstract

The purpose of this research is to study how the different factors of consumer behavior affect the
consumers’ decision-making process during the selection of instant-coffee brand/s. Consumer behavior
consists of four factors: cultural, social, personal and psychological. In this study the focus was limited only
to social, personal and psychological factors.
The thesis was able to discuss important parts such as the theories and the empirical part of the research. The
theoretical part discusses the basics of factors affecting purchase decision, decision-making process and
brands. The empirical part of the thesis includes a survey that was carried out through the Internet. The data
used were collected through the use of a questionnaire. The questionnaire was distributed to 78 Office
Administration, 56 Entrepreneurship, 101 Human Resources Management, 102 Marketing Management
students; A total of 337 students under the College of Business Administration. The quantitative research
method was applied in this study.
Research has shown that consumers are taking different steps in the decision-making process of buying. The
results of the study give the general view that social, personal and psychological variables are somewhat
affected, but not strong statistical accuracy. The result shows that the most significant factors influencing
decision-making when choosing instant coffee product, family and friends. Nevertheless, consumers also
rely on psychological factors, beliefs and attitudes to influence their choices.
Keywords: consumer behavior, decision-making process, decision-making types, brand

KEYWORDS:

 Special Issue

Article Metrics Graph

Chart Graph | Range Graph

Content

Section

Source

License

COPYRIGHT AGREEMENT AND AUTHORSHIP RESPONSIBILITY

 

All paper submissions must carry the following duly signed by all the authors:

“I certify that I have participated sufficiently in the conception and design of this work and the analysis of the data (wherever applicable), as well as the writing of the manuscript, to take public responsibility for it. I believe the manuscript represents valid work. I have reviewed the final version of the manuscript and approve it for publication. Neither has the manuscript nor one with substantially similar content under my authorship been published nor is being considered for publication elsewhere, except as described in an attachment. Furthermore I attest that I shall produce the data upon which the manuscript is based for examination by the editors or their assignees, if requested.”