Factors which influence customer’s purchase decision at the coffee takeaway

Shrivastav, Adarsh Birendra (2020) Factors which influence customer’s purchase decision at the coffee takeaway. Masters thesis, Dublin, National College of Ireland.

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Abstract

ORIGINALITY: -
The research tries to recognize the factors and to answer the question of customer’s purchase decision in coffee takeaway business sector. Although, enough of research is available on the specific topic but none of it describes about the takeaway business especially in Irish market. Hence, researcher identifies a gap which need to be focused on and provide results which could be helpful to business manager or coffee sellers.

APPROACH/METHODOLOGY: -
The required data which was used to analyse was collected through self-administered survey, hence research had a deductive approach towards study using quantitative data. The questionnaire had a range of factors and other required question which helped researcher to arrive on a conclusion.

ANALYSIS/FINDINGS
A major factor from the specified range of factors was identified which had a strong influence over customers purchase decision. The research presents a good understanding of the market and its analysis, along with a conceptual model to understand customer’s purchase behaviour in respect to take-away coffee. Though, the results are based geographic on Dublin market with a limited sample population of 252 participants. Researcher belief that a cloned research with a larger no. of participants and with a large geographic area could help to yield more insights.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Customer Service
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Dan English
Date Deposited:	11 Feb 2021 13:58
Last Modified:	11 Feb 2021 13:58
URI:	https://norma.ncirl.ie/id/eprint/4747

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