A Functional Approach to Understand Consumer Behavior While Selecting Coffee Parlor

American Journal of Scientific Research, 80, 138-148, 2012

11 Pages Posted: 12 Jul 2014

See all articles by Yasir Ali Soomro

Yasir Ali Soomro

IQRA University

Dr. Irfan Hameed

Iqra University

Imran Hameed

Aix-Marseille University - CERIC; Iqra University, Business Administration Department

Date Written: November 25, 2012

Abstract

This research studies the relationship between utilitarian, ego defensive, value expressive and knowledge functions on consumer attitude and consequently on the selection of coffee parlor by consumers. Primary data has been collected by using a structured questionnaire designed on the Fishbein model. Regression model was used to test the effect of the four functions on the consumers’ choice of coffee parlor. The subjects included in the sample consisted of males in various age groups. The hypotheses assumed that all four functions being stated carry a significant effect on attitude. The statistical test showed that significant valueF (9, 91) (p value)= 0.000, at p < 0.05 so the result is acceptable and there is a relationship between dependent variable i.e. selection of coffee parlor and independent variables i.e. the utilitarian, value expressive, ego defensive and knowledge functions.

Suggested Citation

Soomro, Yasir Ali and Hameed, Irfan and Hameed, Imran, A Functional Approach to Understand Consumer Behavior While Selecting Coffee Parlor (November 25, 2012). American Journal of Scientific Research, 80, 138-148, 2012. Available at SSRN: https://ssrn.com/abstract=2464744

Yasir Ali Soomro

IQRA University ( email )

Defence View
Shaheed-e-Millat Road (Ext.)
Karachi, Sindh 75500
Pakistan

Irfan Hameed (Contact Author)

Iqra University ( email )

Defence View, Phase-2
Karachi, Sindh
Pakistan

Imran Hameed

Aix-Marseille University - CERIC ( email )

Iqra University, Business Administration Department ( email )

+92-347-511-00-80 (Phone)

Register to save articles to
your library

Register

Paper statistics

Downloads
100
Abstract Views
613
rank
273,341
PlumX Metrics