Brewing preference: a study on consumer purchase intention toward zus coffee

Kong, Carol (2025) Brewing preference: a study on consumer purchase intention toward zus coffee. Final Year Project, UTAR.

PDF Download (2518Kb)

Abstract

The Malaysian café industry has grown quickly in recent years, boosting competition between international and local café brands. So, it is crucial to study the factors that affect consumers' purchases intentions. With a focus on five variables, which are Local Brand Attachment, Lifestyle Fit, Price–Perceived Value, Perceived Innovation, and Perceived Environmental Responsibility, this study investigates the factors that influence purchase intention toward ZUS Coffee, a well-known café chain in Malaysia. This study uses a quantitative research methodology, guided by the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Response (S-O-R) model. An online survey was used to gather information from Malaysian customers who had previously made purchases from ZUS Coffee. A total of 205 valid replies were analyzed using the Statistical Package for the Social Sciences (SPSS). Descriptive analysis detailed respondent profiles, and reliability tests ensured that measuring items were consistent. Correlation and multiple regression analyses used to evaluate the presented hypotheses. The findings show that purchasing intention is significantly positively correlated with all five variables. The multiple regression study revealed that the top indicators of purchase intention for ZUS Coffee were Local Brand Attachment, Price–Perceived Value, and Lifestyle Fit. However, perceived innovation and perceived environmental responsibility are still significant supporting factors. The results validate the suitability of the S-O-R model and TPB in the Malaysian café setting and offer useful guidance for local café owners on developing successful branding and marketing plans. Keywords: Purchase Intention, ZUS Coffee, Local Brand Attachment, Lifestyle Fit, Price- Perceived Value, Café Industry

Actions (login required)