Perception of young adults towards coffee as a lifestyle product influencing purchase intention

Lee, Wei Jien (2025) Perception of young adults towards coffee as a lifestyle product influencing purchase intention. Final Year Project, UTAR.

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Abstract

The coffee industry in Malaysia has experienced rapid growth in recent years, with coffee increasingly perceived as a lifestyle product, particularly among young adults. This shift has intensified competition among coffee brands, making it essential for marketers to understand the factors that influence purchase intention. Therefore, this study aims to examine the effects of brand image, price perception, product quality, social media marketing, and promotional strategies on purchase intention toward coffee among young adults in Malaysia. A quantitative research approach was adopted in this study. Data were collected using a structured online questionnaire distributed through Google Forms. A total of 200 valid responses were obtained from young adults in Malaysia. The collected data were analysed using IBM Statistical Package for the Social Sciences (SPSS). Descriptive analysis was conducted to examine the demographic profile and coffee consumption behaviour of the respondents. Inferential analyses, including reliability analysis, Pearson correlation analysis, and multiple regression analysis, were employed to test the proposed hypotheses and examine the relationships between the independent variables and purchase intention. This study contributes to the existing literature by providing empirical evidence on coffee purchase behaviour among young adults in Malaysia. The findings offer valuable insights for coffee industry practitioners to develop effective marketing strategies that align with young consumers’ preferences. Additionally, this study provides a foundation for future research to further explore consumer behaviour in the context of lifestyle products. Keywords: Purchase Intention, Brand Image, Price Perception, Product Quality, Social Media Marketing, Promotional Strategies, Coffee Consumption, Young Adults, Malaysia

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