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“Which factors affect the consumer’s purchase behaviour when choosing a coffee shop in Cambridge ?”

Executive Summary 执行摘要

他是动态的社会，我们生活在今天和改变我们的生活的各个方面产生巨大的影响。最近的咖啡馆行业的增长已经非常显着，在发达社会。咖啡馆的历史开始了一个新的概念，通过创建第三个家庭和工作之间提供一个地方去应酬。咖啡店需要连接与他们的消费者，了解消费者的购买模式。成功的咖啡馆可以建立与消费者通过品牌的忠实债券。The society we live in today is dynamic and changes have a tremendous impact on every aspect of our lives. Recent growth of the coffee shop industry has been phenomenal in developed societies. The history of coffee houses began with a new concept by creating a third place between home and work offering a place to socialise.  Coffee shops need to connect with their consumers and understand the consumer buying patterns.  Successful coffee shops can build a loyal bond with consumers through branding. 

This research study will focus on the factors which affect the consumer’s choice of coffee shop where to purchase a cup of coffee; taking into consideration Marketing strategies, Customer Relationship Management and Ethical considerations providing key attrib https://www.51lunwen.org/marketingresearchproposal/org201301301506051890.html utes which are important in consumer’s choice.  
循规蹈矩的调查问卷的编制问题最影响消费者行为的因素的基础上。进一步的问题是关于人口和社会的因素，对于品牌影响人们的看法。因素导致，塑造从样本组收集的数据进行测试的相关假设。在调查问卷中的问题，也寻求采用定性的方法来测试这些的猜想。调查问卷已分发使用一项网上调查和统计学分析。
研究，然后得出结论认为，消费者主要进入他们所选择的咖啡馆作为一种社会互动，发生在那周围分支。因此，本研究开发的决策过程中的影响因素，试图找到一个购买行为模型。
A conformist questionnaire has been developed with questions based on factors which most influence consumer behaviour. Further questions will be about demographic and social factors regarding brand name affect on people’s perception. Factors lead into shaping the relevant hypothesis to be tested by the data gathered from the sample group. The questions in the questionnaire also seek to test these hypothesises adopting a qualitative approach. The questionnaire has been distributed using an online survey and the analysed by SPSS. 
The research then concludes that consumers mainly enter their chosen coffee shops branches as a social interaction that occurs in that surrounding. Therefore, this study developed a buying behaviour model to try and find the factors influencing the decision-making process.

Table of content 目录

Chapter 1: Introduction

1.1 History of coffee 5
1.2 Research Objective 6
1.3Dissertation structure 7
Chapter 2: Literature Review
2.1 An introduction to Marketing of Starbucks 8
2.2. PEST Analysis 11
2.3 Competitive Environment (Porter’s five forces) 13
2.4 Starbucks tactical preference 15
2.5 Individual behaviour and social interactions 15
2.6 Customer Relationship Management 18
2.7 Ethical consideration 21
2.8 The proposed hypothesis 22
Chapter 3: Methodology
3.1 Research Objectives 23
3.2 Research Design 24
3.3 Research Methods Sample 24
Questionnaire design 25
Data Collection 26
Ethics 27
Chapter 4: Survey Results and discussion
4.1 The formula 28
4.2 Hypothesis testing and the analysis 31
4.3 Discussion of the key findings 37
Chapter 5: Conclusion
5.1 Conclusions  39
5.2 Further Research 41
5.3 Recommendations 42
Chapter 6: Bibliography 44
Chapter 7: Appendices 47

Chapter 1: Introduction 第一部分：简介

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