Consumer behaviour in the coffee shop industry

Consumer behavior is an interest topic that a business studier and professional will always use to analyze and examination. Because, when the marketers know the consumer behavior of their products, the marketers will easily to get their sales. However, in the project shows that a concern on the buyer habit on purchasing coffee and have of for a research that why people willing to pay more for Coffee Bean coffee when compared to a normal coffee shop. It is interest upon this research since not much people will notice relating to this concern as well as discuss for locating the reason. Essentially, there have a number of things that should notice and research. Due to those important conditions that will found out and looking out the reasons of the consumer behavior on selecting coffee shop.

1. 1The Comparison between BEANS & Normal Caffeine Shop

Before the key reason why people willing to pay more for Coffee Bean rather than a normal coffee shop, firstly should know the overall qualifications of both caffeine shops. Normal restaurant in Ipoh is familiar for the general public, no matter which of the area of Ipoh practically will easily find a restaurant and purchase. Compare to the BEANS, their provided the high quality of coffee bean and supplying consumers getting a choice to choose many different types of BEANS coffees. There is merely one BEANS in Ipoh Kinta City of Jusco. When both sizes came for a comparison, there have several things that should notice about it, in order to search for the reasons why consumers willing to pay BEANS more than normal restaurant.

1. 2 Environment

In the very first point of both coffee outlets will discuss about the environment. Normal coffee retailers are usually working in a shop that normal development building. Their shop design might just have a standard wall plug. Compare to Coffee Bean, there are experiencing a well design for the shop as well as nurturing the consumer's ambiance when the consumers enjoying their coffees. Besides of this, Coffee Bean using the lightening and dark color wall structure, it will supply the consumers having completely attention and interesting. Within the other reason of environment would be the people, in normal coffee shop might usually have the ability to see those individuals are making much noise on talking. When a consumers is devoid of a good disposition and wants to truly have a sit down elsewhere, when goes to the normal restaurant and seen such noises, it will make the buyer much anger onto it. Inside the other hands, Coffee Bean creating a peaceful place as well as no anyone will have an effect on the consumer's feeling when through the coffee time. A good person is not a in the ambiance, when come to the BEANS, the surroundings can make the person cool down and having a feeling to believe and solve problem. Beside of that, BEANS has much cleanliness compare to normal coffee shop, lots of the normal coffee shop will always have the customers aren't caring the health problem. Like sometimes there will have some customers sneeze without cover anything or spit the food on the table, those activities will impact the consumer's attitude. So part of the consumer will more prefer to purchase caffeine in Coffee Bean because upon this concern that they not prepared to consume caffeine in normal coffee shop. As the result, this is the one of the key reason why consumer willing to consume Coffee Bean more than normal coffee shop in environment.

1. 3 Coffee Choice

Further on, the coffee choices for both coffee shops will be the following conversation. In the normal coffee shop, there have few types of espresso choices. It offers normal coffee, white coffee no milk coffee, and the ones options are familiar for consumers that usually purchase it. Even thought there have people that must at least one day one mugs of coffee for satisfaction themselves. But, in normal coffee there is merely has very less types of preference for the consumers. Compare with BEANS, they made more selections to the consumers. The BEANS coffees, there have four main tastes, it have light & subtle, rich & simple, daring & distinctive and honored, earn of these types of preference will have different choices of coffee for the consumers to choose. Beside of that, Coffee Bean is also provided the excess service for adding cream or more coffee beans. The service like BEANS can make consumers having different style and alternatives to purchase their coffee and a flexible taste that consumer's made. There can make the consumers more wonder on the espresso. In fact, BEANS is also making the campaign to allow consumers to purchase their coffee bean to be able to allow consumers can drink their caffeine without heading their shop. Compare to normal coffee shop, they do not have strategy of packaging their espresso. Therefore, consumer will more would prefer to have significantly more convenient and choose to choose the coffee bean products for their choices.

1. 4 Branded

A consumer will easily create a royal to something or brand if the brand or product can satisfaction their needs. When people found out about BEANS, people usually will know this shop is providing coffee, further on when the consumers try the espresso and really fulfill them, the brand loyalty is created in the buyer heart. Using the same situation to equate to normal coffee shop, they are barely to make consumers create the brand loyalty because there are way too many similar coffees on the market places no specify brand on their coffee. As long as people compare the caffeine is preferable to the other shop but critically they are using the same beans but only different people managed to get. Therefore, hardly can easily see a normal coffee shop is only foundation on their coffee and survive their business. Adversely, the BEANS coffee has been branded. They can be specialists in retailing coffee, when consumer loves their coffee and it'll easily get continuers customers. Because the brand itself in there and no matter where the consumer go so long as want a sit down elsewhere, automatically their head will arrived the Coffee Bean brand, and there is the top quality itself can manufactured in BEANS. Compare to the normal coffee shop the consumer won't have specify make of caffeine in their brain, have no idea which shop is better. Therefore, it is a weakness of normal coffee shop compare with Coffee Bean.

1. 5 The Consumer Tendencies on Selecting Coffee

Hence, after all of the comparison has showed above, the top of the debate in consumer behavior on selecting coffee will be the further section to refer to. For the above explanation shows the idea that why consumers willing to pay Coffee Bean coffee greater than a normal restaurant, but the value is why BEANS can make the consumers satisfy on their espresso and how they achieve. A very simply answer would be the Coffee Bean company knows the buyer behavior for their customers as well as the consumers needs and would like. For the research information, nowadays the consumers will more like to take pleasure from their purchasing or it can say they know how to be a smart consumer. Because the majority of the smart consumer will consider before they purchase, the ideal is to fulfill approximately they can during consuming. Therefore, BEANS Company make an improvement in their services, provided WiFi, tunes and free sky drink for customers. Although Coffee Bean coffee is a lot expansive compare to the normal coffee shop, the consumer will also willing to pay and the price they pay is roofed all kind with their services as well as the environment. Base upon this strategy Coffee Bean are offering the superior product and service to draw in the consumers, because normal coffee shop will not be able to provide such services and most of them aren't willing to boost themselves. So BEANS wants for his or her customers to take pleasure from on their product, the service providing make them achieve the goals. Furthermore, the consumer action of frame of mind on choosing caffeine, Coffee Bean made their coffee have a great quality. After the consumers observed the brand, can make them feel smoothly and comfortable, that is also the one of the consumer patterns that the Coffee Bean's internet marketer created attitude from the consumers.

1. 6 Conclusion

As the effect, the very important conditions that will affect a company are to know the consumers tendencies. When a company will always improve themselves for satisfy their customers, the company won't easily are unsuccessful their business. In a fact that, every company successful company will need to thanks for their company marketing consultancy, because they make an essential works for the company as well as exploring the consumer behavior of the company products. So, if the company is making a long-term business arrange for their business, an essential is to find a marketer to analyze the consumer habit of the company's customers. There will helps the business having a far more clearly direction to boost themselves as well as more gratify their customers.

2. 0 Introduction

Business market is always filled with challenging for the visitors to require, because there will always getting a different period by using different situation to maintain the business as well concerning maintain the financial. So, at that time, there are numerous marketers will arrived for such studies, to be able to let people knows the economic stream and such current issues will have an impact on the economical. However, the marketers found that aging population is the normal issues that always influencing the economical, because older people people is the group of men and women that marketers constantly suffer to get sales from them. So how marketers do to achieves the sales from the elderly people? This problem makes a good research method for marketers and lastly found out there have several techniques marketers should has learned for the aging population and how they can do to make sales by getting the buying motives from elders.

2. 1 COMMON PROBLEM from Seniors People

Nowadays, making sales from older people people is an extremely hard mission for the marketers. The consumer patterns of the group of the elderly people is not hard to know but hardly to improve from them, because almost all of them won't willing change to simply accept the new things as well as the new products, they will have their own devotion on the brands that they all alone using. For instance, once an seniors try the brand of rice, but the brand price increase and be expensive compare to the other brands, they will still purchase it somewhat than take the risk to try a new brand. So, in essence there have several ways that marketers can do to entice them on their products,

2. 2 Simple Advertisement

As the marketers know, a intricate advertisement is barely allow elder's notices onto it and even though they are scarcely to understand what the communications that the advertisements sending for them. Therefore, to make the advertisements to catch the attention of them, marketers should be smart to make the ad simpler and easier to understand. In this situation, if the advertisement is flyers or posters, the marketers can make the merchandise picture as big as it can and putting the easy words for an introducing of the product. When the elderly people walk although advertisement, will more changes to appeal to them to stop their further step for notices the merchandise. Because the elders also are the consumers, when the advertising design put more attentive onto it, surly it'll get the consumers. The key reason why this example can get the elders is because the elders prefer to look pictures more than the words of detail. Once the picture the elders notices, the elders will begin to get further information from the sales rep or what in the flyers or posters. For instance, Brand Dimension distributing the food preparation oil product, to be able to catch the attention of the consumers, especially the elderly people, the company design a simple poster to make consumers will easily being attract on it.

Figure 1

On the above simple will shows the posters that the market segments created. Essentially, the cooking petrol product will more appealing to the elderly people, because older people people will very nurturing about their family's health. So, if marketers can understand the buyer behavior form the elders, like the food preparation oil product, the marketers knew the elders will choose to have a more healthy food for his or her families. The marketers make the advertising more specify for the buyer. In fact that the products will successful appealing to the elderly people as well as other different age ranges consumers. Therefore, that is one of the ways to get the elders to take on the business's products.

2. 3 Sampling

Further on, there will be more ways to discuss that marketers can make sales from the elderly peoples. In the next way is to execute a free sampling for the consumers. It had been easy to accomplish, when people saw a free sampling to dispatch, normally they will take or at least will need a glance what products are dispatching. Same as older people people for the attraction on the product, the elderly people will try and test the product if it suited to them. The reason why this plan can be use to draw in the elderly people is because most the elders are not willing to have risk for screening the new things or products, and the elders won't easily to invest their moneys. Predicated on this problem, when the marketers providing the elders a free sampling and let them have a free testing on the merchandise, the elders will more prepared to try the merchandise. After the elders tried the product, the final sales from them can be simpler because sometimes the product is good, but no person willing to check it out also no use. However, the elders willing to try the product, the sales will more changes to get from the elders. That is clearly a way to build sales from the elders. For instance you can find one of the company that performing a strategy of sampling to appealing to the elderly people. Tuv Taam Salads Brand Nova Lox Salad is a wholesome product that distributed in US. The business marketers doing sampling by New York STATE DEPT. of Agriculture and Markets Food Inspectors and it situation make a great result for the company, the marketers successfully attract older people people and receive the sales from them. That is a real life example which situation is testified that is a way to set-up sales from the elders.

Figure 2

2. 4 Activities & Promotion

Moreover, you can find more techniques can use to attracting the elderly people. Beside of the problem that had point out, the marketers can also make an effort to create an activity for the elders in order to let the elders to involves the fun as well as penetrate the experience to promote the business products. Alternatively, the elders will very seriously on the relationship with their own families, so the activity can create like an elder and his grandson to involves and play. When the experience environment on the shopping center, people will notice in what function that the marketers doing as well as willing to try and play. Penetrate the activities can provide the consumers having fun with their family and any player can get a free of charge product on the company brand. Therefore, using the activity to attract the consumer can be effectively to create sale from elders as well. Beside of that, during the activities the marketers can established a booth for offering the business product and set up some salesperson to sales or present the merchandise to the consumers. The elders will being appeal to when it has a function like this, because the elders loves to excitement as soon as the elders happy, they'll try the product as well as the marketers based on this situation making sales from the elders.

Figure 3

2. 5 Culture

Figure 4

At last of the best way to appeal to the elders, the buyer action of culture is useful on the campaign. As the study, many of the elders won't educating in other languages as only the elders mom tongue. So, the marketers can bottom on the elders culture to set-up the stage or words on the product to let the elders simpler to understand the company selling for. For example, in Malaysia country experienced three different main culture or contest, so if the marketers create the product with three different languages, when the elders saw the product, the words itself will get the elders and get more changes to get sales from them. For instance, Coke Company is usually using this situation to draw in the consumers. This example will not only beneficial to the elders, every different age will useful also. As the effect, this situation is normally that marketers will always use for the company products campaign, in the turned out that is way is suited to getting the elders.

2. 6 Conclusion

In the conclusion, there a wide range of techniques marketers can use for attracting older people people, but those situations may need to give more effort and give more attentive on the advertising. On above there have the easy advertising, using simple words and present a large picture on the flyer and poster to attract the elders. Secondly is use the situation of sampling, using a free sampling to allow elders testified the merchandise and let them carries on to consume on the merchandise. Thirdly, is by using the activities & promotion, creating activities for the elders and make them require and play as well as get the product reward for these people. And lastly attentive on the elders culture by using different languages for the elders that can simply understand and read the name of the products. With those situations above, the marketers are certain to get the ideas as well as knowledge for resolved the challenge to appealing to the elders in the market.

2. 7 Harvest Reference


Parmerlee, David, 2000, Auditing Market segments, Products and Marketing Programs, McGraw-Hill Trade, ebrary Olympia University.

Szmigin, Isabelle, 2003, Understand the Consumers, SAGE Publications Inc. (US), ebrary Olympia College or university.

McFall, Liz, 2004, Advertising : A Cultural Market, SAGE Magazines Inc. (US), ebrary Olympia College.

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