INTERNATIONAL BRANDED COFFEE SHOP VS LOCAL BRANDED COFFEE SHOP

Friendly staff was rated most important for local brands (4.37). High quality of coffee/food rated second most important, and the good atmosphere was also considered important for local coffee shops (4.13), supporting Kotler (1973) that atmosphere is often the primary product to effect purchase decision, physical surroundings and environment are also influential.

Article  written by Alice Barrois