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An investigation of factors influencing consumer buying behavior of coffee consumers in Ireland - With particular focus on the mediating effect of brand equity

Chima, Chioma Udochukwu (2020) An investigation of factors influencing consumer buying behavior of coffee consumers in Ireland - With particular focus on the mediating effect of brand equity. Masters thesis, Dublin, National College of Ireland.

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Abstract

Consumers these days give importance to brands and views brands from different perspectives in terms of better quality that replicates their reputation. Brands are imperative instruments for the sustainability of the retail coffee shops in Ireland as it helps in differentiating several coffee brands. This suggests the need for the coffee manufacturer or retail coffee shops to develop a high calibre of products that could bring about consumer’s purchase decision and loyalty to the brand when consumers are satisfied.
For this dissertation, an intuitive model that merges the variation of this study by the perceived quality, awareness of the brand, brand loyalty, brand association what fuels the consumer’s buying decision. A self-administered electronic questionnaire was adopted for the data collection to solicit responses from one hundred and eight (108) Irish coffee consumers. The responses were analysed with the aid of Statistical Package for Social Sciences (SPSS), inferential statistics (correlation and regression) were utilized in testing the proposed hypotheses.
The result of Pearson's correlation indicates that all dimensions of brand equity like the perceived quality, awareness of the brand, brand loyalty, brand association what fuels the consumer’s buying decision are statistically significant to the buying behaviour of coffee consumers in Ireland. However, the evaluation on the effect of these dimensions reveals that only brand awareness has a significant influence on buying behaviour of coffee consumers in Ireland; whereas others (perceived quality, brand association, and brand loyalty) have no significant impact.
The study concluded that brand awareness influences the buying behaviour of coffee consumers in Ireland. The study recommended that for the coffee retail stores in Ireland to enhance the purchase intention of the coffee consumers, there is a need to increase product and brand variety, improve product quality, as well as offer consumers good value for their money.
This dissertation has contributed to the body of knowledge as it has given new insight into the mediating effects that the brand equity has in the consumers buying habits of coffee consumers in Ireland.
Keywords: Brand Equity, Consumer Buying Behaviour, Brand Association, Brand Loyalty, Perceived Quality, Brand Awareness, Coffee Consumers in Ireland.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Master of Science in International Business
Depositing User: Mr Kevin Loughran
Date Deposited: 28 May 2021 16:47
Last Modified: 28 May 2021 16:47
URI: http://norma.ncirl.ie/id/eprint/4892

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