MOTIVATION TO COFFEE SHOPS

The past experience/familiarity was the main reason why respondents were motivated to their chosen coffee shop (4.09). Confirming the influence of motivational push factors like familiarity and security, to satisfy expectations, meet private needs and wants and influence behaviour. Consequently, it confirms the brand values are endorsed from personal experience with the brand subject claim is associated with exposure to a place.

The second highest motivation was convenience of location/ or travel (3.99), which supports convenience is an important consideration and convenient location is more important than the brand (3.61).

Moreover, the factor “friends and family” rated third strongest motivator (3.75), confirming friends and family are powerful motivators influencing behaviour. In consequence, it reinforces the feeling of belonging.

That Strong local identity rated the weakest (3.31) may suggest that local identity does not have the same impact as that of the brand itsel. This suggests that promoting local identity in coffee shops may not significantly affect customer behavioural intentions.

Article written by Alice Barrois