BU6001

Consumer Behaviour:
A Quantitative Study on Factors Influencing Consumer’s Choice of Coffee
Shops
Kashka Shane A. Lantion
J18356
A dissertation submitted in partial fulfilment of the requirements of the University
of Chester for the degree of Business Management and Entrepreneurship
CHESTER BUSINESS SHCOOL
May 2015

Student Number: 1424663
Module Name: Business Dissertation
Module Code: BU6001
Number of Words: 8,760
(not including front cover, title page, tables, references, and abstract)
Module Tutor: Tom Williams
6 May 2015

Acknowledgements
I would like to acknowledge all the researchers that have done the previous
research in relation to my own. It was full of knowledge and it continually sparked
curiosity beyond this study. I would like to thank my family, friends, colleagues,
and module tutors for supplying me the knowledge and courage that I needed in
order to finish this.

Abstract
The purpose of the study is to gather quantitative data on the factors that
influences consumer’s behaviour on choosing a coffee shop. The study
discussed factors such as social factors and motivational factors as the major
influences on consumer behaviour. This was translated then into the
questionnaire, which was administered to a sample of 60 respondents in Chester
City Centre. The questionnaire was administered for almost a week in order to
reach the goal respondents.
The key findings of the study is that there are several factors influencing a
consumer’s behaviour in choosing a coffee shop, however, the priority of said
factors varies depending on the age groups’ preferences, values, and perception.
The study also found that there is a significant correlation between demographic
segmentation and the consumer’s choice of coffee shop.

Table
of
Contents

I.
INTRODUCTION
...................................................................................................................................
1

1.1
BACKGROUND
TO
THE
RESEARCH
...................................................................................................................
1

1.2
RESEARCH
QUESTION/S
...................................................................................................................................
2

1.3
RESEARCH
AIMS
.................................................................................................................................................
2

1.4
JUSTIFICATION
FOR
THE
RESEARCH
................................................................................................................
3

1.5
OUTLINE
METHODOLOGY
.................................................................................................................................
3

1.6
OUTLINE
OF
THE
CHAPTERS
............................................................................................................................
4

1.7
SUMMARY
............................................................................................................................................................
5

II.
LITERATURE
REVIEW
......................................................................................................................
5

2.1
INTRODUCTION
...................................................................................................................................................
5

2.2
PARENT
DISCIPLINES/FIELDS
..........................................................................................................................
6

2.2.1
Marketing
......................................................................................................................................................
6

2.2.3
Motivational
Theory
.................................................................................................................................
6

2.3
MAIN
THEME,
ANALYTICAL
MODELS
AND
APPLICABILITY
TO
RESEARCH
QUESTIONS
...........................
7

2.3.1
Consumer
Behaviour
................................................................................................................................
7

2.3.2
Meaning
of
Consumption
........................................................................................................................
8

2.3.3
Maslow’s
Hierarchy
of
Needs
in
Relation
to
Consumer
Behaviour
......................................
9

2.3.4
Branding
.....................................................................................................................................................
10

2.3.5
Social
Factors
...........................................................................................................................................
11

2.4
SUMMARY
.........................................................................................................................................................
11

III.
METHODOLOGY
.............................................................................................................................
11

3.1
INTRODUCTION
................................................................................................................................................
11

3.2
METHODOLOGICAL
CONSIDERATIONS
........................................................................................................
12

3.2.1
Justification
for
the
selected
paradigm
and
methodology
....................................................
12

3.2.2
Rejected
Methodologies
and
methods
...........................................................................................
13

3.3
RESEARCH
DESIGN
..........................................................................................................................................
14

3.3.1
Sampling
.....................................................................................................................................................
15

3.3.2
Sampling
Frame
......................................................................................................................................
16

3.3.3
Sampling
Method
....................................................................................................................................
16

3.3.4
Variables
.....................................................................................................................................................
16

3.4
LIMITATIONS
OF
THE
METHODOLOGY
........................................................................................................
17

3.4.1
Reliability
...................................................................................................................................................
17

3.4.2
Validity
........................................................................................................................................................
18

3.4.3
Generalisation
and
Generalizability
...............................................................................................
18

3.5
RESEARCH
METHODS/
PROCEDURES
...........................................................................................................
19

3.5.1
Questionnaire
Structure
......................................................................................................................
21

3.5.2
Procedures
.................................................................................................................................................
22

3.6
PROGRAMS
USED
.............................................................................................................................................
23

3.7
ETHICAL
CONSIDERATIONS
...........................................................................................................................
23

3.8
SUMMARY
.........................................................................................................................................................
24

IV.
FINDINGS
.........................................................................................................................................
25

4.1
INTRODUCTION
................................................................................................................................................
25

4.2
FINDINGS
FOR
EACH
RESEARCH
QUESTION
................................................................................................
25

4.3
SUMMARY
.........................................................................................................................................................
44

V.
INTERPRETATION
OF
FINDINGS
...............................................................................................
45

5.1
INTRODUCTION
................................................................................................................................................
45

5.2
CONCLUSIONS
ABOUT
EACH
RESEARCH
OBJECTIVE/AIMS
.......................................................................
46

5.3
CONCLUSIONS
ABOUT
THE
RESEARCH
QUESTION/S
.................................................................................
48

5.4
LIMITATIONS
OF
THE
STUDY
.........................................................................................................................
48

5.5
OPPORTUNITIES
FOR
FURTHER
RESEARCH
................................................................................................
48

REFERENCES
.........................................................................................................................................
49

APPENDICES
..........................................................................................................................................
51

APPENDIX
1:
PERFORMANCE
REVIEWS
.............................................................................................................
51

APPENDIX
2:
QUESTIONNAIRE
............................................................................................................................
59

1
I.
Introduction

1.1
Background
to
the
research

According to Solomon, Bamossy, Askegaard, and Hogg (2010), consumer
behaviour is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products and services in relation to satisfying
needs. Similarly, consumer behaviour is the activities that individuals or groups
go through in obtaining, consuming, and disposing of products and services
(Blackwell, Miniard, & Engel, 2001). Consumer behaviour usually concerns
managers and marketers of a business because it assesses the buying process,
the decision-making process, and identifying the needs and wants of the
consumer.
The research will focus on the factors that influence the consumer behaviour
towards the choice of coffee shops.
As per Evans, Jamal, and Foxall (2006) and Solomon et al. (2010), factors such
as motivation, perception and interpretation, values, attitudes, cultures and
subcultures, decision-making process, segmentation as well as group influences
may play a role on how individuals evaluate a product or service.
The current study has four aims. The first one is to identify the factors that may
influence consumer choice in coffee shops. The second one is concerned with
understanding whether branding is associated with quality of product or service,
which influences the consumer’s choice. The third one is to understand why the
consumers visit coffee shops. The last aim is to determine the correlation
between demographics and consumer choice of coffee shops. The aim will be
achieved through a collection of quantitative data with a sample size of 60
respondents, selected randomly around the city centre. Most respondents will be
randomly selected in coffee shops. The data collection tool used is a

2
questionnaire with seven close-ended questions and one question using a likert
scale.
1.2
Research
Question/s

The research questions rooted from the increase of British consumers’
consumption of coffee and the frequency of the consumer’s visit to a coffee shop
in the UK. According to ComRes (2013), seven in ten (70%) of British consumers
personally buy and drink coffee at a coffee shop. It also states that two in five
(40%) British consumers prefer to buy coffee at a national chain, (38%) prefers to
buy from an independent coffee shop, while (22%) does not know or does not
have a preference (ComRes, 2013).
Main Research Question:
What are the factors influencing consumer choice in coffee shops?
Sub-questions:
(a) Is the brand of the coffee shop a major influence on the consumer’s
choice?
(b) Is there a relationship between the consumer’s choice of coffee shop
and demographics?
(c) Is there a relationship between coffee consumption to consumer’s
decision to go to coffee shops?
1.3
Research
Aims

(a) To establish the factors influencing consumers choice in coffee shops
(b) To determine whether branding is associated with the quality of the
product and service, which leads to influencing the consumers choice
of coffee shops
(c) To identify the reasons why they visit coffee shops
(d) To determine the correlation of demographics to consumer choice in
coffee shops

3
For businesses, the result of these aims may be used in understanding the
market or the consumer and how to target them using the influences established
within the study. It may also improve the marketing strategy for businesses,
specifically coffee shops, in order to have a more appropriate approach towards
different consumer segments.
1.4
Justification
for
the
research

This research is important to businesses, marketers and managers in particular,
because consumers are the source of income for these businesses. Marketers
and managers give importance to consumer behaviour in order to identify (a) the
roles of these consumers as actors in the buying process, (b) the needs and
wants of these consumers, and (c) how to satisfy the needs and the wants.
According to Solomon et al. (2010), a consumer is generally thought of as a
person who identifies a need or desire, makes a purchase, and then disposes of
the product during the consumption process. However, they argue that different
people may be involved as different actors in the process. For example a
purchaser and a user of the product are not necessarily the same person
(Solomon et al., 2010).
The study is conducted to understand the phenomenon that coffee shops market
are growing in the UK despite the reports and analysts statements that coffee
consumption is stagnant. It is conducted to determine the reasons behind the
phenomenon of consumers visiting coffee shops – aside from the basic reason of
getting coffee.
1.5
Outline
Methodology

The approach utilised in this study is a deductive approach wherein the
researcher will test three (3) hypotheses and will gather a quantitative data with a
sample of 60 respondents. The strategy of the researcher is to select these
respondents around Chester city centre, mostly respondents visiting the coffee
shop, or near the premises. The data will be gathered through a self-

4
administered questionnaire adopted from a sample survey on Survey Monkey,
validated by the researcher’s supervisor.
1.6
Outline
of
the
Chapters

Chapter 2 discusses the topics consumer behaviour, decision-making process,
influential factors that affects the decision-making process and consumer
behaviour, in general. It is also provides the application of these concepts in
previous research done by other researchers and discussion in journal articles.
Then, the literature is applied to this study that focuses on consumer behaviour
on choosing a coffee shop.
Chapter 3 outlines and discusses the approach and methods utilised to complete
the study. A positivist approach wherein the researcher takes an ‘outsider’ and
objective point of view in order to assess the social phenomenon that was
discussed in the literature. A quantitative research approach is used in order
quantify the factors that are affecting the consumers’ choice in coffee shops. The
data was gathered through a questionnaire, sampling 60 respondents from
Chester only. The questionnaire was administered to respondents who were
currently around Chester City Centre. This type of sampling is considered as
convenience sampling because the researcher chose a specific area within reach
to gather the data.
Chapter 4 comprises of tables, graphs, and charts to give a visual presentation of
the quantitative data. It also includes statistical results in order to produce the
visual presentations used.
Chapter 5, in turn, is the analyses of these visual presentations. It is the
researcher’s interpretation of the quantitative data gathered and discusses what
the implications of these values are. It would also include a critical evaluation of
the methods used, and the limitations of the study.

5
Chapter 6 involves the recommendations of the researcher on the study. It
recommends justifiable actions in order to improve the study, or
recommendations on what other factors that may be considered that the study
was not able to consider – resulting from the limitations of the study.
1.7
Summary

The study will discuss consumer behaviour as an independent component to the
research. The study will also elaborate on the factors influencing the behaviour of
the consumers in the UK towards choice of coffee shops such as motivation,
social factors, demographics, and other factors in relation to the study. The study
will also discuss the role of age demographics in correlation to the consumer’s
choice of coffee shops.
II.
Literature
Review

2.1
Introduction

There is a handful research about consumer behaviour and consumer choice,
and the factors that influence these behaviours and choices. However, it is rare
that a researcher focuses on the consumer behaviour on choosing a coffee shop.
A contemporary study conducted by Burge (2013) focused on the motivational
reasons behind consumer choice in branded coffee shops. She used the
literature to define the each motivation, influential factors, social influence, and
branding in relation to local branded coffee shops against international branded
coffee shops.
Another study conducted by Waxman (2006) focused her research on the social
and physical factors that influences place attachment, specifically to coffee
shops. She stated in her related literature the concept of ‘place attachment’,
which is defined by Low (1992) as “the symbolic relationship formed by people
giving culturally shared emotional/affective meanings to a particular space or
piece of land that provides the basis for the individual’s and group’s
understanding of and relation to the environment” (as cited by Waxman, 2006).

6
Waxman (2006) also dissected the definition of the term ‘place attachment’ and
defined each word individually. Burge (2013) and Waxman (2006) each
researched on motivation and influential factors. Burge (2013) focused on
branded coffee shops, while Waxman (2006) focused on ‘place attachment’.
Their research is complimentary with each other, which the researcher may use
for this study and focus on the factors that influence a consumers’ choice of
coffee shops.
For this study, additional literatures on motivation theories and marketing
concepts will be used in order to piece together the factors and its influence on
decision-making and choice of coffee shops.
2.2
Parent
disciplines/fields

2.2.1
Marketing

The field of Marketing is often viewed as the process or act of selling a product
that people do not really want (Palmer, 2000). This misconception is also derived
from the idea that marketing is the same concept as sales and promotions.
Marketing, in a business philosophy, is universally accepted as the process of
identifying the needs and wants of the customers or consumers and satisfying
them (Palmer, 2000). The Chartered Institute of Marketing defined marketing as
“the management process of which identifies, anticipates and supplies customer
requirements efficiently and profitably” (as cited by Palmer, 2000, p. 3).
In addition, marketing was seen as a topic of application (Palmer, 2000).
“Marketing borrowed from other discipline areas” (Palmer, 2000, p. 9). Marketing
has drawn from various disciplines, however, for the purpose of this research it
focuses on one other discipline: Psychology, which has been central to studies
on buyer behaviour. It also includes theories on human motivation and
perception, which had been used by marketers (Palmer, 2000).

2.2.3
Motivational
Theory

7
Motivation, as discussed by Graham & Weiner (1996), is the study of people’s
way of thinking and why they behave the way they do. It is also described as the
study of what the individual is doing; how long it takes before the individual does
the activity; how hard the person works at the activity or to achieve and activity;
and how long the individual is willing to continue the activity, and what the
individual is thinking or feeling while doing the activity (Graham et al., 1996).
These factors are referred to as the (a) choice of behaviour, (b) latency of the
behaviour, (c) intensity of behaviour, (d) persistence of behaviour, and (e) the
cognitions and emotional reactions accompanying the behaviour (Graham et al.,
1996).
2.3
Main
theme,
analytical
models
and
applicability
to
research
questions

2.3.1
Consumer
Behaviour

Solomon et al. (2010) discusses that consumers are actors or plays a role in the
marketplace and since these individuals act out many different roles, they may
modify their consumption decisions according to the particular ‘play’ they are in at
the time and that the criteria they use to evaluate a product or a service in one of
their roles may be different from those used in another role (Solomon et al.,
2010).
The pyramid of consumer behaviour (figure 2.1) shows the interdisciplinary
influences on the study of consumer and that the focus of this study is on the
macro consumer behaviour or the social focus on consumer behaviour.

8
Figure 2.1 The pyramid of consumer behaviour
Source: adapted from Solomon et al., (2010)
2.3.2
Meaning
of
Consumption

According to Solomon et al. (2010) “one of the fundamental premises of
consumer behaviour is that people often buy products not for what they do, but
for what they mean” (p. 33). Solomon et al. (2010) implies that aside from the
core function of the product, individuals buy the product because it demonstrates
cultural symbolism, which influences the physiological processes such as taste.
Moreover, it is a powerful influence that when the individual think the product is in
Experimental psychology
Clinical psychology
Development psychology
Human ecology
Microeconomics
Social psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural anthropology
Macro consumer Behaviour (Social Focus)
Micro consumer behaviour (Individual focus)

9
line with his or her values, the product is more appealing to that individual
(Solomon et al., 2010).
Consequently, Solomon et al. (2010) further suggests that when individuals
consume, he or she does not only consume the product itself, but it also relates
to intangible experiences, ideas, and services. The literature found that there are
four distinct types of consumption activities as follows:
(a) Consuming as experience: refers to consumption as a personal
emotional or aesthetic goal itself;
(b) Consuming as integration: refers to manipulating consumption objects
to express aspects of the self;
(c) Consuming as classification: referred as engaging in communication in
order to associate themselves with objects, self and to others; and
(d) Consuming as play: refers to using an object to participate in a mutual
experience and merge their identities with that of a group.
2.3.3
Maslow’s
Hierarchy
of
Needs
in
Relation
to
Consumer
Behaviour

In relation to Consumer Behaviour, Maslow’s model (figure 2.2) is composed of
five (5) hierarchies namely (a) physiological needs, (b) safety, (c) belongingness,
(d) ego needs, and (e) self-actualization.

10
Figure 2.2 Maslow’s Hierarchy of Needs
Photo Source: http://www.peakoilblues.org/blog/2011/03/02/beyond-maslows-hierarchy-of-needs/
In the literature, it was mentioned that consumers buy a product because of
cultural symbolism or what it means to them and that it influences physiological
processes such as taste preference. Solomon et al. (2010), implies that a
Maslow’s hierarchy of needs supports the notion that a consumer buys a specific
product because he or she needs that product but also has a preference in the
product.
2.3.4
Branding

According to Wanke, Hermann and Schaffner (as cited by Burge, 2013), brand
names suggest specific associations, creating band perception, which is
interpreted by the consumer. Burge (2013) used Starbucks as an example where
consumers associate the brand with quality. Moreover, Sweeney and Soutar
(2001) suggest that branded products have four consumption values that drive
consumer purchase behaviour (as cited by Burge, 2013).

11
Additionally more researchers suggest that brand familiarity, which is created
through past experience, has the ability to influence buyer behaviour (Burge,
2013).
2.3.5
Social
Factors

These are influences by other members of the society to an individual (Evans et
al., 2006). Social factors such as social groups alter the consumer’s behaviour
towards a product or a service, which confirms the four distinct consumption
activities. This factor links to conformity, defined as the acceptance of an
individual, where norms and beliefs of the group evolves to identify which
members should conform (Evans et al., 2006).
2.4
Summary

Overall, the literatures are complimentary with each other about consumer
behaviour in general. The literature in this study has identified different
influencing factors used to discuss the consumer behaviour, however, varying on
the situation and on the focus of the study. The factors remain the same
throughout the research such as the psychological factors (i.e. Maslow’s
hierarchy of needs) and social factors such as conformity to social groups.
III.
Methodology

3.1
Introduction

A deductive approach will be selected for this research as it allows the
researcher to develop a theory that is subjected to a test (Saunders, Lewis, &
Thornhill, 2009). According to Collis and Hussey (2003) “this research approach
is dominant in the natural sciences, where laws present the basis of explanation,
allow the anticipation of phenomena, predict their occurrence and therefore
permit them to be controlled” (as cited by Saunders et al., 2009, p. 124).

12
3.2
Methodological
Considerations

Research philosophy is “the development of knowledge and the nature of that
knowledge” (Saunders et al., 2009, p.127). Additionally, Saunders et al. (2009)
suggest that the philosophy adopted in the study contains important assumptions
about the way an individual views the world and this philosophy will be influenced
by practical considerations. Moreover, Neuman (2011) suggests that all theories
consist of built-in assumptions that are untested statements or belief in a theory
that is necessary in order to build a theoretical explanation.
The researcher considered utilising a positivist paradigm wherein it uses a
systematic, scientific approach to research (Roth & Mehta, 2002). Hughes
(2001a) suggests that a positivist paradigm views the world as being based on
unchanging, universal laws, and the view that everything that occurs around us
can be explained by knowledge of these universal laws (as cited by Roth et al.,
2002). Additionally, to understand these universal laws we need to observe and
record events and phenomena around us in a systematic and scientific way to
work out basic principle that has ‘caused’ the event to occur (Roth et al., 2002).
Similarly, Jankowicz (2005) suggests that a positivist assumes that when an
individual does research, the best way of arriving at the truth is to use scientific
method, which is made up of (a) the theory, (b) the hypothesis, (c) the
operational definition, (d) measurement, (e) testing of the hypothesis, and (f)
verification that the implications draw back to the theory.

3.2.1
Justification
for
the
selected
paradigm
and
methodology

Due to the nature of this paradigm, the study will utilise a deductive approach in
this research in order to develop and test a theory or set of hypotheses in order
to determine the underlying principle of consumer’s choice of coffee shops.

13
This approach is selected for this study because it aims to test that (a) the brand
of the coffee shop plays a role on consumers’ choice of coffee shops; (b) age
groups ‘18-24’, ‘25-31’, ‘32-38’, and ‘39-45’ prefer national chain coffee shops
because of brand/familiarity; and (c) age groups 46 and above prefer local coffee
shops because of product quality, service, and convenience. To test these
hypotheses, the researcher will utilise a quantitative data collected through a
questionnaire adopted from a sample survey that was found on Survey Monkey.
According to Reichardt and Cook (1979), a quantitative method to data collection
gives emphasis on hypothesis testing and verification, which is then backed up
with facts and/or reason for social events (as cited by Ghauri & Grønhaug, 2010).
It is a controlled measurement with a logical and critical approach, using the
objective or ‘outsider view’ (Ghauri et al., 2010).
Thus, the measures in the questionnaire are constructed from secondary source,
reflecting the research aims of this study because the measurements must be
valid, accurate, and must reflect the information present in the data in an
unbiased way (Jankowicz, 2005). A validation from the supervisor and a pilot test
of the questionnaire identified improvements before it was conducted to the
sample.
Also, this approach and method of data collection was used to have a descriptive
discussion to what the factors are. Then from there, the researcher may further
explain the extent of these factors influence consumer’s choice of coffee shops.

3.2.2
Rejected
Methodologies
and
methods

An inductive approach was considered for the research because it allows a
researcher to have a more flexible structure (Saunders et al., 2000). As it is
flexible, it permits changes of research emphasis as the research progresses
(Saunders et al., 2000). The data collection method for the qualitative data
considered was a semi-structured and in-depth interview with at least six (6) local
coffee shop owners. Saunders et al. (2000) states that a semi-structured

14
interview is used to gather specific data that is related to the research context,
however, may vary from interview to interview and depends on the flow of
conversation. A semi-structured interview allows the researcher to have a list of
questions to consider but may not necessarily use them as the flow of
conversation changes.
Gathering the data through semi-structured interview, the researcher prepared
eight request letters for an interview to local coffee shop owners. In the request
letter, it states a brief introduction of who the research is, what the research is
about, and what the research is for. It also includes the interview questions that
may be asked during the interview. Due to ethical considerations, the researcher
included statements that the interview will be voice recorded, however, the
interviewee will be anonymous and that the data will be kept private. It also
indicated that the researcher would destroy evidence once the write-up of the
research is done. In the request letter, the researcher also indicated that the
potential respondents had the right to choose whether to accept or decline my
request for an interview.
This method and procedure was rejected because of the non-response of the
supposed respondents. The data was not accessible for the researcher;
therefore, no data may be collected through this research method.
3.3
Research
Design

Selltiz, Wrightsman, and Cook (1981) define design as the “arrangement if
conditions for analysis and collection of data in a manner that aims to combine
relevance to the research purpose with economy of procedure” (as cited by
Jankowicz, 2005, p.196).
Similarly, Thomas (2013) explains that design is about the study’s plan and
structure that shows the whole programme of the research. The design
constitutes the purpose of the research and how it is executed. The design is

15
divided into frames that provide the defining structure of the study within the
design (Thomas, 2013).
A descriptive design is implemented because the study aims to identify the
factors that influence the consumer’s choice of coffee shops. In a descriptive
research, the problem or the topic to be addressed is structured and well
understood (Ghauri et al., 2010).

3.3.1
Sampling

Sampling is defined as the chosen measured number of units (people,
individuals, respondents) – the sample - whom the researcher gathers data from
(Jankowicz, 2005). The researcher will draw conclusion from these units about a
larger group, which is the population. Moreover, Jankowicz (2005) states that the
sample represents the population in the study.
Similarly, Saunders et al. (2012), suggests that sampling provides a valid
alternative to census when (a) the entire population is not of manageable size,
(b) there are budget constraints that prevents the researcher to collect data from
an entire population, and (c) when time constraints prevents the researcher to
reach the entire population. Therefore, a sample is needed to draw conclusions
from the entire population.
However, there are general issues in selecting a sample. For example, the
sample may not be representative because there is selection bias where there is
distortion of evidence arising from the way that the data were collected (Thomas,
2013). In this case, the way the sample was selected.
The sampling for this study is non-probability wherein it “involves identifying and
questioning informants because you are interested in their individual positions,
roles, or background experience” (Jankowicz, 2005, p.202). Consequently,
Saunders et al. (2012) states that for a non-probability sampling, generalisations
are being made to theory rather than about the population.

16

3.3.2
Sampling
Frame

Due to the nature of the sampling for this study, there is no sampling frame
administered. The census results from Office for National Statistics shows that
the population of North West was 7.1 million in 2011. Within the North West
region, Chester is located within Cheshire West and Chester with a population of
329,2600 (Office for National Statistics, 2012). Looking specifically at Chester
with a population of 118,200 in 2011, (48%) of which are men and (52%) are
women. From that population, the research will sample 60 individuals in Chester
that are in Chester City Centre.
The researcher will approach individuals that are in a coffee shop in Chester City
Centre or around Chester City Centre regardless of age, gender, or socio-
economic segmentation. The survey will be administered for three days in order
to achieve 60 respondents.

3.3.3
Sampling
Method

Consequently, a convenience sampling method is used for this research wherein
the choice of sample from the population is based on the convenience and
accessibility for the research. Similarly, Saunders et al. (2012) refers to this
method as haphazard sampling wherein “sample cases are selected without any
obvious principles of organisation in relation to your research question, the most
common form being convenience sampling (also known to be as availability
sampling)” (Saunders et al., 2012, p.290-291).
Given the definition of convenience sampling, the researcher approached
individuals or possible consumers around Chester City Centre because it is
available and highly accessible. In order to overcome the selection bias, a ‘first to
pass’ system or whoever is around in a specific area was used.

3.3.4
Variables

Thomas (2013) states that variables are the things that the researcher wants to
measure in the social world. These are “measureable attributes of things that
change” (Thomas, 2013, p.138). Additionally, these are things that can be

17
counted such as age, frequency of visits of coffee shops, and frequency of
consumption of coffee.
3.4
Limitations
of
the
Methodology

3.4.1
Reliability

Bollen (1989) describes reliability as the consistency of measurement; as per
Nunnally (1978) stability of measurement over a variety of conditions in which
basically the same results should be obtained (as cited by Drost, 2011).
Saunders et al. (2012) refers to reliability as the characteristic of whether the
data collection technique utilised and analytical procedures would produce
consistent findings if they were repeated on another occasion or if a different
researcher replicated it.
Bryman and Bell (2007) established three prominent factors involved when
considering whether a measure is reliable are as follows:

A.
Stability

This factor assess the stability of the measurement over time, so that the
researcher can be confident that the results will have little variation when
administered and re-administered again to a group over time (Bryman et al.,
2007).

B.
Internal
reliability

This factor is described as the assessment of “whether or not the indicators that
make up the scale or index are consistent – in other words, whether or not
respondents’ scores on any one indicator tend to be related to their scores on the
other indicators” (Bryman et al., 2007, p.163).

C.
Inter-‐observer
consistency

This factor describes the consistency between two or more ‘observers’ or
respondents in judging the same phenomenon. Human measurement procedure
may be inconsistent and not reliable in situations wherein the observers provide

18
inconsistent answers to observations outlined in a questionnaire. Therefore, the
inter-observer consistency decreases the unreliability of a research in terms of
finding out the percentage of agreement between observers or respondents
(Bryman et al., 2007).
The researcher considered these factors due to the type of research approach
and method done in gather the data needed. Since convenience sampling entails
that the data is collected for the sole purpose of it being convenient for the
researcher, the judgement on the respondent may or may not be relevant to the
study. In order to eliminate these limitations, the researcher has developed a
questionnaire that would assess the inter-observer consistency and constructed
the questions or observations in a manner that is simplistic and generalizable.

3.4.2
Validity

“Validity is concerned with the meaningfulness of research components” (Drost,
2011, p.114). Additionally, Drost (2011) states that when a measurement in
behaviours is involved, it is concerned with whether it is measuring what is
intended. Thomas (2013) supports the notion that validity, with a measuring
instrument such as a test, is the degree to which the instrument measures what it
is supposed to be measuring. In simple terms, do the results from the
questionnaire for this study correlates to the actual statements from past studies
or from previous researches.

3.4.3
Generalisation
and
Generalizability

Thomas (2013) described generalisation as occurrences that happen in certain
circumstances, which enables one to generalise or make judgement predictions
that these events will occur once again under the same kind of circumstances.
However, Russell (1956), states, “it has to be more than a mere rule of thumb
based upon everyday observation of life’s patterns” (as cited by Thomas, 2013,
p.143).
On the other hand, Rose (1953) argues that researchers may generalise a study
on specific behaviours and cultures. “In general, we can probably say that

19
behaviour which is determined almost completely by heredity and behaviour
which is determined by universal experiences are practically unmodifiable”
(Rose, 1953).
However, when a research involves a study on the social phenomenon – which
includes people and behaviours, the limitation to its generalizability is that people
may change over time due to influences, experiences, interests, as well as their
own generalisations based on every day occurrences. This is where words such
as “trending” come into the picture.
3.5
Research
methods/
procedures

Bryman et al. (2007) states that quantitative research is defined as a strategy
that emphasizes a quantified approach in collection and analysis of data. In
contrast, qualitative research is defined as the strategy of research that
emphasizes words and insights than of quantified collection and analysis of data
(Bryman et al., 2007).
Table 3.1 Fundamental differences between quantitative and qualitative research strategies
Quantitative Qualitative
Principal orientation to the role of
theory in relation to research
Deductive; testing of
theory
Inductive; generation
of theory
Epistemological orientation Natural science
model, in particular
positivism
Interpretivism
Ontological Orientation Objectivism Constructionism
Source: Bryman and Bell (2007)
Consequently, Ghauri et al. (2010) implies that qualitative and quantitative
methods differ not in the ‘quality’ of the data but in the procedure it was gathered.
Furthermore, in a qualitative method, the findings are not attained by statistical
methods or other quantification procedures (Ghauri et al., 2010). However,
Ghauri et al. (2010) debates that a quantitative data’s analysis may be qualitative

20
and it is also possible for a qualitative data to be quantified; therefore suggesting
that both methods are not mutually exclusive.
Table 3.2 the difference in emphasis in qualitative versus quantitative methods
Qualitative Methods Quantitative Methods
• Emphasis on understanding • Emphasis on testing and verification
• Focus on understanding from
respondent's/informant's point of view
• Focus on facts and/or reasons for social
events
• Interpretation and rational approach • Logical and Critical approach
• Observations and measurements in
natural settings • Controlled measurement
• Subjective 'insider view' and closeness
to data
• Objective 'outsider view' distant from
data
• Explorative orientation
• Hypothetical-deductive; focus on
hypothesis testing
• Process oriented • Result oriented
• Holistic perspective • Particularistic and analytical
• Generalization by comparison of
properties and contexts of individual
organism
• Generalization by population
membership
Source: Based on Reichardt and Cook (1979) as cited by (Ghauri et al., 2010)
Hence, the method adopted for this study is a quantitative method because the
problem or the issue of the study is to determine the factors that influences
consumer’s in their choice of coffee shops. The researcher aims to test three (3)
hypotheses that were developed from previous research, trends on news articles
and journal articles, and related literature.

21

3.5.1
Questionnaire
Structure

A questionnaire (Appendix 2) is utilised for this research in order to gather 60
respondents, which was distributed to individuals in Chester City Centre.
Thomas (2013) defines a questionnaire as a written form of questioning that may
be used to collect facts, attitudes, or to be used in assessment of a specific thing.
A questionnaire is versatile because the researcher may pattern its questions to
specific data that is needed. Questionnaires are can be distributed face-to-face,
through e-mail, through mail, or presented online. It can also be read to
respondents face-to-face or through the phone, which makes data collection
fairly easy.

3.5.1.1
Kinds
of
Questions
used
for
the
Study

The first kind of question used is a Closed-ended question. These are the type of
questions wherein the answers or responses are preselected for the respondent
(Fink, 2003). The questionnaire utilised two (2) closed-ended questions wherein
the respondent will choose one answer from the preselected response. This type
of question was used to identify whether the respondent (a) preferred national
chain coffee shops or small, privately owned coffee shops, and (b) if they have a
specific coffee shop they visit often or just choose a coffee shop that is closest to
their current location.
The second type of question used is a Multiple-choice question. These are
closed-ended questions but it gives the respondents a chance to choose two or
more answers from the preselected responses that they consider appropriate
(Thomas, 2013). In the questionnaire, it includes five (5) multiple-choice
questions in order to determine the following:
(a) How often do they drink coffee
(b) Why they drink coffee
(c) How often do they visit a coffee shop
(d) Why do they visit a coffee shop

22
(e) What would make them more interested in going to a local coffee shop
The last type of question used is a Likert scale, which is used to measure the
level or degree of agreement or disagreement to the statements provided in the
questionnaire (Thomas, 2013). For this study, the Likert scale is used to measure
how important the following factors are when choosing a coffee shop with a scale
of 1 to 5 (5 being the highest):
(a) Quality of coffee
(b) Location
(c) Friendly Staff
(d) Offers other products other than coffee/tea
(e) Has free Wi-Fi access
(f) Price
(g) Noise level
(h) Service
(i) Has enough space to stay in

3.5.2
Procedures

The self-administered questionnaire was distributed around Chester City Centre.
At first, the researcher went to coffee shops – both national chain and small,
privately owned coffee shops – to gather respondents. Due to the schedule of the
coffee shops, the distribution of questionnaire only lasted until 5pm. The
researcher repeated this procedure for two (2) more days to gather up until 60
respondents; however, there were instances wherein individuals would decline in
participating for the research.
The researcher still lacked respondents to make the research reliable and valid;
therefore a second procedure in gathering the data needed was administered.
The researcher then asked potential respondents that are around Chester City
Centre – whether individuals sitting on the benches or individuals walking around

23
town – if they are willing to participate in the research. This procedure was done
for two (2) more days.
3.6
Programs
Used

Since the research approach is a deductive quantitative approach, the
researcher used SPSS Statistics program in order to organize variables and
cases that will produce real-time data to help the research prove the three (3)
hypotheses set for this study. The use of SPSS was to determine the frequency
of the respondents per age group that was divided into five (5) groups. It is also
used to determine the percentage of the age groups. For example, the
percentages of 18-24 year olds that prefer national chain coffee shops, within
that age group.
3.7
Ethical
Considerations

Before the questionnaires were distributed, an ethics form (Appendix 3) was
submitted in order to assess the ethical considerations in obtaining the data.
For the selected method of data collection, the researcher considered the
following factors:
1. The right of the respondents to decline answering the questionnaire
2. The right of the respondents to choose whether to put their names or
not
3. The right of the respondents to not answer a certain question
4. The research does not involve sensitive topics or questions
5. The research does not risk stakeholders, environment, the researcher,
or any living creatures
6. The research does not involve sensitive commercial or industrial
information
Due to the nature of a questionnaire, the ethical considerations for this study is
lower than it would be if the data collection were through a semi-structured
interview. The questions are generalised and does not involve sensitive topics.
The researcher omitted the ‘name’ section commonly found in forms in order to

24
keep the respondents anonymous. The only identifiers included are the age
groups as follows:
(a) 18-24
(b) 25-31
(c) 32-38
(d) 39-45
(e) 46 and above
3.8
Summary

In summary, the methodology utilised a positivist paradigm wherein the
researcher takes the ‘outsider’ view. A deductive approach is in line with the
positivist paradigm wherein the study aims to test three (3) hypotheses at the end
of the research. The research was designed in a way that allows the researcher
to identify the factors needed in testing the hypotheses. The data collection
method is quantitative wherein sample of 60 respondents are set to be
representatives of the target population. According to Reinchardt et al (1979) a
quantitative method allows a research to generalise by population membership,
which is done by clustering the sample into age groups within Chester only.
The data collection tool used in order to obtain the quantitative data is a
questionnaire wherein it consists of five (5) multiple-choice questions, two (2)
close-ended questions, and one (1) question with a Likert scale assessing the
level of importance the factors when choosing a coffee shop to the respondents.
For the tabulation, graphs and charts, frequency distribution, and other statistical
calculations, the program SPSS Statistics will be used to easily organise
variables such as the (a) age, (b) the preference over national chain or small, (c)
privately owned coffee shops, and (d) other measurements used in the
questionnaire, and cases (the respondents answer to the variables) are encoded.

25
Microsoft Excel was also used for other statistical calculations such as the
Correlation and the ANOVA.
IV.
Findings

4.1
Introduction

In this chapter, the researcher will provide the data in terms of graphs, charts,
and statistical values, which are derived from the frequency of responses to a
certain criteria in the questionnaire. The researcher used cross-tabulations as
well in order to cross-reference the responses in the questionnaire in accordance
with the age group. These graphs, charts, and statistical results will be analysed
in chapter 5.
4.2
Findings
for
each
research
question

Table 4.1 Frequencies of Respondents in Age Groups
Age Group
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 18-24 15 25.0 25.0 25.0
25-31 9 15.0 15.0 40.0
32-38 7 11.7 11.7 51.7
39-45 7 11.7 11.7 63.3
46 and above 22 36.7 36.7 100.0
Total 60 100.0 100.0

26
Table 4.2 Frequency Distribution of Respondents
Lower
Limit
Upper
Limit
Frequency
(f)
Midpoint
(x) fx
[x-
mean] f[x-mean]
f[x-
Mean]^2
18 24 15 21 315 5.9 88.0 924.7
25 31 9 28 252 1.1 10.2 34.5
32 38 7 35 245 8.1 56.9 1777.3
39 45 7 42 294 15.1 105.9 6152.9
46 0 22 23 506 3.9 85.1 401.7
Total 60 1612 346.1 9291.1
Table 4.3 Mean, Mean of Absolute Deviation, Variance, and SD of Respondents
Mean 26.9
MAD 34.5
Variance 371.6
SD 19.3
4.2.1
what
are
the
factors
influencing
consumer
choice
in
coffee
shop?

The research found that the factors influence consumers’ choice of coffee shops
and rated them as ‘very important’ (refer to figure 4.4) are quality of coffee being
the most important, followed by service, Wi-Fi access, Brand, and Price
respectively. This is the interpretation of the whole sample. However, the
researcher dissected the allocation of frequency and produced cross-tabulation
of each factor to the individual age groups, and found that:
(a) 12 out of 15 18-24 year olds rated Wi-Fi (table 4.8) as the most important
factor, followed by Brand (table 4.6), Quality (table 4.4), and Service (table 4.11)
respectively;

27
(b) Age group 46 and above holds the majority response for Service as the most
important factor, followed by Quality and Price, and lastly Brand; and
(c) The age groups values various factors in a different way, or depending on
their values and preferences, and needs.
This is supported by Maslow’s hierarchy of needs wherein 18-24 year olds may
need Wi-Fi access more than the age group 46 and above. In turn, the age group
of 46 and above may need service more in order to fulfil the physiological need
that resonates to their values and perception.
The Pie Chart (figure 4.1) indicates the factors of ‘why respondents drink coffee’
wherein the response is the consolidated response of the sample and not by Age
Groups.
Figure 4.1 Percentage of why Respondents drink coffee (Pie Chart)
The factor why respondents drink coffee translates to either internal factors or
factors that influences themselves and external factors or the outside factors that
14%

17%

12%

14%

15%

7%

21%

0%

Why
the
Respondents
drink
coffee

To
start
my
morning
To
give
me
energy
To
help
me
with
work

To
help
me
relax
To
socialise
For
luxury

Because
it
tastes
good
Other

28
influences them to act and behave that way. One example of the external factor
in the figure 4.1 ‘to socialise’ would mean that the consumer drinks coffee
because it satisfies the need for belongingness, which is interrelated to
conformity or the individual wanting to belong to a group (Evans et al., 2006).
Consequently, Figure 4.2 and Figure 4.3 shows the factors of why respondents
visit coffee shops. The frequency of response is allocated to each age group
sample.
Figure 4.2 Bar graph: Why Respondents Visit Coffee Shops (set 1)
0
5
10
15
20
25

Coffee

Tea

Pastries/Sandwhiches

Wi-‐Fi
access

Hang
out
with
Friends

Hang
out
Alone

Coffee
Tea

Pastries/
Sandwhic
hes

Wi-‐Fi

access

Hang
out

with

Friends

Hang
out

Alone

46
and
above
22
16
11
3
15
20

39-‐45
7
5
3
2
5
4

32-‐38
7
5
6
5
5
4

25-‐31
9
5
5
7
5
4

18-‐24
15
8
10
15
11
8

Why
Respondents
Visit
Coffee
Shops

Set
1

46
and
above

39-‐45

32-‐38

25-‐31

18-‐24

29
Figure 4.2 and Figure 4.3 is based on the four distinctive consumption activities.
It shows that 100% of the sample goes to coffee shops for ‘coffee’ because it
fulfils the physiological need or basic necessity: thirst. How to satisfy that thirst,
consequently, is the want (Solomon et al., 2010).
Figure 4.3 Bar Graph: Why Respondents Visit Coffee shops (set 2)
Figure 4.4 shows the factors that are predetermined by the researcher and was
rated by the respondents according to the degree or level of importance in their
perspective. This is followed by the cross-tabulation of each factor with the Age
Groups to identify the distribution of responses.
0
5
10
15
20
25

Atmosphere

Friendly
Staff

Place
to
Work

Accessibility

Location

Atmosphere

Friendly

Staff

Place
to

Work

Accessibility
Location

46
and
above
16
22
4
14
12

39-‐45
5
5
4
7
3

32-‐38
5
5
5
7
5

25-‐31
5
5
6
3
6

18-‐24
8
11
15
12
11

Why
Respondents
Visit
Coffee
Shops

Set
2

46
and
above

39-‐45

32-‐38

25-‐31

18-‐24

30
Figure 4.4 Factors that Respondents rated according to Importance
0

10

20

30

40

50

60

Quali
ty
of

Coffe
e

Loca
tion

Bran
d

Offer
s

othe
r

prod
ucts

Wi-‐
Fi

Acce
ss

Price
Nois
e

Level

Servi
ce

Spac
e

Very
Unimportant
0
2
1
0
6
0
0
0
2

Somehwat
Unimportant
0
18
2
8
9
0
13
0
18

Somewhat
Important
8
23
17
35
11
17
20
10
23

Important
30
17
25
12
18
31
17
30
17

Very
Important
22
0
15
5
16
12
10
20
0

Number
of
Respondents

Factors
that
Respondents
rated
according

to
Importance

31
Table 4.4 Cross-tabulation of Age Groups and Quality of Coffee
Crosstab
Count
Quality of Coffee
Total
Somewhat
Important Important
Very
Important
Age
Group
18-24 6 6 3 15
25-31 0 7 2 9
32-38 0 5 2 7
39-45 2 2 3 7
46 and above 0 10 12 22
Total 8 30 22 60
Table 4.5 Cross-tabulation of Age Groups and Location
Crosstab
Count
Location
Total
Very
Unimportant
Somewhat
Unimportant
Somewhat
Important Important
Age Group 18-24 0 4 5 6 15
25-31 1 2 6 0 9
32-38 0 2 5 0 7
39-45 1 3 1 2 7
46 and above 0 7 6 9 22
Total 2 18 23 17 60

32
Table 4.6 Cross-tabulation of Age Groups and Brand
Crosstab
Count
Brand
Total
Very
Unimportant
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age
Group
18-24 0 0 1 6 8 15
25-31 0 0 4 3 2 9
32-38 0 0 2 3 2 7
39-45 0 0 2 4 1 7
46 and
above
1 2 8 9 2 22
Total 1 2 17 25 15 60
Table 4.7 Cross-tabulation of Age Groups and Other Product offers
Crosstab
Count
Offers other products other than coffee/tea
Total
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age
Group
18-24 2 7 6 0 15
25-31 0 9 0 0 9
32-38 0 7 0 0 7
39-45 0 6 1 0 7
46 and
above
6 6 5 5 22
Total 8 35 12 5 60

33
Table 4.8 Cross-tabulation of Age Groups and Free Wi-Fi
Crosstab
Count
Free Wi-Fi access Total
Very
Unimportant
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age
Group
18-24 0 0 0 3 12 15
25-31 0 0 2 6 1 9
32-38 0 0 1 3 3 7
39-45 0 0 5 2 0 7
46 and
above
6 9 3 4 0 22
Total 6 9 11 18 16 60
Table 4.9 Cross-tabulation of Age Groups and Price
Crosstab
Count
Price
Total
Somewhat
Important Important
Very
Important
Age Group 18-24 7 8 0 15
25-31 3 6 0 9
32-38 2 5 0 7
39-45 2 5 0 7
46 and
above
3 7 12 22
Total 17 31 12 60

34
Table 4.10 Cross-tabulation of Age Groups and Noise Level
Crosstab
Count
Noise Level
Total
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age Group 18-24 9 6 0 0 15
25-31 4 4 1 0 9
32-38 0 3 4 0 7
39-45 0 4 3 0 7
46 and above 0 3 9 10 22
Total 13 20 17 10 60
Table 4.11 Cross-tabulation of Age Groups and Service
Crosstab
Count
Service
Total
Somewhat
Important Important
Very
Important
Age
Group
18-24 3 10 2 15
25-31 0 7 2 9
32-38 0 4 3 7
39-45 4 3 0 7
46 and
above
3 6 13 22
Total 10 30 20 60

35
Table 4.12 Cross-tabulation of Age Groups and Availability of Space
Crosstab
Count
Has enough space to stay in
Total
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age Group 18-24 6 7 2 0 15
25-31 0 4 5 0 9
32-38 0 1 6 0 7
39-45 0 0 4 3 7
46 and above 0 2 12 8 22
Total 6 14 29 11 60
4.2.2
Is
the
brand
of
the
coffee
shop
a
major
influence
on
the
consumer’s
choice?

The research found that the respondents see brand more of an ‘important’ factor
(figure 4.5) in choosing a coffee shop. However, the data was dissected into age
groups and the detailed findings found that the age group 18-24 (table 4.14) sees
brand as ‘very important’ more than the other age groups, taking up 54% (figure
4.6) of the response.
This translates that branding is popular among the younger generation because
still relates to conformity to a group. For example, an 18 year old drinks coffee at
Starbucks or buys a product from Starbucks, it would associate the individual to a
certain group that recognizes the brand, thus showing brand familiarity.

36
Table 4.13 Frequency of Importance of Brand
Brand
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Very Unimportant 1 1.7 1.7 1.7
Somewhat Unimportant 2 3.3 3.3 5.0
Somewhat Important 17 28.3 28.3 33.3
Important 25 41.7 41.7 75.0
Very Important 15 25.0 25.0 100.0
Total 60 100.0 100.0
Figure 4.5 Exploded Doughnut Chart of Response on Brand Importance
2%
3%

28%

42%

25%

Response
on
Brand
Importance

Very
Unimportant

Somewhat
Unimportant

Somewhat
Important

Important

Very
Important

37
Table 4.14 Cross-tabulation of Age Group and Brand Importance
Age Group * Brand Cross-tabulation
Count
Brand
Total
Very
Unimportant
Somewhat
Unimportant
Somewhat
Important Important
Very
Important
Age
Group
18-24 0 0 1 6 8 15
25-31 0 0 4 3 2 9
32-38 0 0 2 3 2 7
39-45 0 0 2 4 1 7
46 and
above
1 2 8 9 2 22
Total 1 2 17 25 15 60
Figure 4.6 Pie Chart of Respondents that rated Brand as Very Important
54%

13%

13%

7%

13%

Percentage
of
Respondents
that
sees

Brand
as
Very
Important
according
to
Age

Groups

18-‐24

25-‐31

32-‐38

39-‐45

46
and
above

38
Figure 4.6 shows the percentage of respondents that rated the factor ‘brand’ as a
‘5’ in the questionnaire, which is translated as ‘Very Important’. The pie chart only
contains the number of responses that are ‘Very Important’ excluding other level
of importance in the Likert scale.
4.2.3
is
there
a
relationship
between
the
consumer’s
choice
of
coffee

shop
and

demographics?

The cross-tabulation (table 4.15) finds that the preference in coffee shops are
extremes wherein 18-24 year olds prefer national chain whilst 46 and above
prefers small, privately owned coffee shops. This is supported by a correlation
between the age groups and the coffee shop preference (table 4.16) wherein the
correlation is .474 at a 2% alpha. This interprets that there is significance
between demographics and preference in coffee shops.
An ANOVA test (table 4.17) showed that the demographics and the factors that
were deemed as most important elicited significant differences in the consumer’s
choice of coffee shop wherein p>.05.
This may relate to social factors or social groups as well. Whilst more 18-24 year
olds go to coffee shop to socialise, 46 and above would go to coffee shops for
reasons such as to be by themselves.

39
Table 4.15 Cross-tabulation of Age Group and National Chain or Small, Privately owned Coffee
Shops
Age Group * National Chain or Small, Privately Owned Cross-tabulation
Count
National Chain or Small, Privately Owned
Total
National Chain
Coffee Shop
Small, privately
owned
Age
Group
18-24 12 3 15
25-31 6 3 9
32-38 5 2 7
39-45 3 4 7
46 and above 5 17 22
Total 31 29 60
Table 4.16 Correlation between Age Groups and Coffee Shop type Preference
Correlations
Age
Group
National
Chain or
Small,
Privately
Owned
Spearman's
rho
Age Group Correlation Coefficient 1.000 .474**
Sig. (2-tailed) . .000
N 60 60
National Chain
or Small,
Privately
Owned
Correlation Coefficient .474**
1.000
Sig. (2-tailed) .000 .
N
60 60
**. Correlation is significant at the 0.01 level (2-tailed).

40
Table 4.17 ANOVA (One-Way) of Age Groups and Factors that are most important
Analysis of Variance (One-Way)
Summary
*Groups Sample size Sum Mean Variance
A 4 25. 6.25 21.6
B 4 7. 1.75 0.3
C 4 10. 2.5 0.3
D 4 4. 1. 2.
E 4 27. 6.75 44.9
ANOVA
Source of Variation SS df MS F p-level F crit
Between Groups 113.3 4 28.33 2.05 0.14 3.06
Within Groups 207.25 15 13.82
Total 320.55 19
*Age Groups where A is 18-24, B is 25-31, C is 32-38, D is 39-45, and E is 46 and above
The ANOVA result is based on the Age Group as the independent variable and
the set of factors that were deemed most important were used, and the alpha set
to 0.05.

41
4.2.4
Is
there
a
relationship
between
coffee
consumption
to
consumer’s
decision
to
go

to
coffee
shops?

A cross-tabulation (table 4.20) shows that the relationship of coffee consumption
to consumer’s decision to go to coffee shop is significant. This is supported by
the linear correlation (figure 4.9) and the correlation result of 0.97, wherein it is a
positive correlation.
Table 4.18 Frequencies of how often Respondents drink coffee
How often do you drink coffee?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Once a day 5 8.3 8.3 8.3
More than once a day 25 41.7 41.7 50.0
Once a week 4 6.7 6.7 56.7
More than once a
week
19 31.7 31.7 88.3
More than once a
month
7 11.7 11.7 100.0
Total 60 100.0 100.0

42
Figure 4.7 Bar Graph of how often Respondents drink coffee
Table 4.19 Frequencies of how often Respondents visit a coffee shop
How often do you visit a coffee shop?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Once a day 9 15.0 15.0 15.0
More than once a day 24 40.0 40.0 55.0
Once a week 2 3.3 3.3 58.3
More than once a
week
20 33.3 33.3 91.7
Once a month 1 1.7 1.7 93.3
More than once a
month
4 6.7 6.7 100.0
Total 60 100.0 100.0

43
Figure 4.8 Bar Graph of how often Respondents visit a coffee shop
Table 4.20 Frequencies of Coffee Shop Visits vs. Coffee Consumption
Coffee Shop Visits Coffee Consumption
Once a day 9 5
More than once a day 24 25
Once a week 2 4
More than once a week 20 19
Once a month 1 0
More than once a month 4 7
Total Responses 60 60
Table 4.21 Correlation of Coffee Shop Visits vs. Coffee Consumption
Correlation
Variable vs. Variable Result
Coffee Shop Visits vs. Coffee Consumption 0.97

44
Figure 4.9 Linear Correlation of Coffee Shop Visits vs. Coffee Consumption
4.3
Summary

In summary, Chapter 4 shows the findings of the research, which was produced
from the data collected through the questionnaire. The data was interpreted in a
visual presentation to see the trends, correlation, and the percentages where
appropriate.
The data was divided intro three parts in accordance with the research questions
as follows:
(a) What are the factors influencing consumer choice in coffee shops?
In this section, the data expressed the factors preselected by the researcher on
why the consumers go to coffee shops and is supported by the factors that the
respondents rated according to the level of importance.
0

5

10

15

20

25

30

Once
a

day

More

than

once
a

day

Once
a

week

More

than

once
a

week

Once
a

month

More

than

once
a

month

Number
of

Response

How
Often

Linear
Correlation
of
Coffee
Shop
visits

and
Coffee
consumption

Coffee
Shop
Visits

Coffee
Consumption

45
(b) Is the brand of the coffee shop a major influence on the consumer’s
choice?
Under this research question, the data used is the consumer’s rating on the
importance of ‘brand’, which is followed by the rating of ‘brand’ according to each
demographic group.
(c) Is there a relationship between the consumer’s choice of coffee shop
and demographics?
The data used for this research question is the cross-tabulation of age groups
and the preference over a national chain coffee shop or a small, privately owned
coffee shop. This is followed by a correlation between the age group and the
preference.
(d) Is there a relationship between coffee consumption to consumers
going to coffee shops?
In this section, the data was expressed through a cross-tabulation of the
frequency of coffee consumption and frequency of coffee shop visits. It is
followed by a linear correlation and a correlation result.
V.
Interpretation
of
Findings

5.1
Introduction

In chapter one, it outlined that the study would be focusing on the consumer
behaviour and the factors that influence the consumer, choosing coffee shops in
particular.
In chapter 2, the researcher gathered related literature that would support,
debate, or add knowledge to the study. It contains a discussion on consumer
behaviour, motivation, social factors, and branding and how this alters a
consumer’s behaviour in general. This research aims to use that general
knowledge and focus on consumer’s behaviour towards choice of coffee shops.

46
The study is specific to choice of coffee shops and it is specific to consumers in
Chester. A total of 60 samples of individuals who were in Chester City Centre
were gathered through a questionnaire. The research is a quantitative research,
which means that the data collected is numerical in nature. This data is then
interpreted into visual presentation.
A recent report from Allegra Strategies, a London-based management
consultancy, which surveyed 25,000 consumers, revealed that the UK coffee
shop market grew by 7.5% in 2012 and reached £5.8billion turnover (as cited by
Huff Post Lifestyle, 2015). However, Stern (2014), a leisure analyst for Barclays,
argues that the coffee shop market continues to grow but the coffee consumption
per head remains the same, which implores the question as to what makes
consumers visit coffee shops.
On another hand, a study conducted by Burge (2013) showed that age groups
15-24 and 25-44 rated ‘possible’ highly in the author’s research on whether the
consumers support local brands against international brands.
5.2
Conclusions
about
each
research
objective/aims

(a) To establish the factors influencing consumers’ choice of coffee shops
In conclusion, the most factors influencing consumers’ choice rated as ‘very
important’ are quality of the coffee, service, Wi-Fi access, Brand, and Price,
respectively, at the top five. However, when the response is taken from age
groups independently, it would show that different age groups prioritise different
factors in choosing a coffee shop.
(b) To determine whether branding is associated with quality of the
product/service, which leads to influencing the consumer’s choice of
coffee shops

47
In conclusion, the brand of the coffee shop is somewhat associated with quality,
however may vary from individual to individual. Due to the nature of the research,
and in-depth understanding of this aim was not met fully. However, the results
show that brand does influence consumer’s choice of coffee shops because of
brand familiarity and past experiences associated with it.
(c) To identify the reasons why they visit coffee shops
The research was able to identify the main reasons why consumers visit coffee
shops through a preselected answer. The questionnaire, however, gave the
chance to consumers to indicate other reasons why but no other reasons were
specified. The results show that the main reasons why the respondents go to a
coffee shop with most responses are Coffee, Friendly staff, Accessibility, to hang
out with friends, and to hang out alone respectively.
This result agrees with Waxman (2006) findings that the person’s presence in the
coffee shop validates the their existence as a social member of the society. This
also supports the social factors discussed in influencing a consumer’s decision to
go to coffee shops wherein the individual feels part of a larger group with social
norms such as drinking coffee and agrees with Maslow’s hierarchy that an
individual needs belongingness, which is achieved through visiting coffee shops.
(d) To determine the correlation of demographics to consumer choice in
coffee shops
In conclusion, the results showed a significant correlation of demographics to
consumer choice in coffee shops, where as it agrees to the hypotheses the (a)
the age groups 18-24, 25-31, and 38-45 prefers national chain coffee shops and
(b) the age group 46 and above prefers local, small, privately owned coffee
shops due to quality of the product, and the service (refer to table 4.16).
This is also supported by the research done by Burge (2013) wherein the
findings showed that age groups 15-24 and 25-44 rated ‘possible’ highly in the

48
author’s research on whether the consumers support local brands against
international brands.
5.3
Conclusions
about
the
research
question/s

In conclusion, the main research question ‘what are the factors influencing
consumer’s choice on coffee shops’ was answered through the questionnaire.
However, the results show a preselected answer, which are only rated by the
consumers. This means that the other factors may not have been included in the
study. The results show that the most important factors are quality of the coffee,
service, Wi-Fi access, brand, and price respectively. However, when frequencies
of responses are taken according to age groups, it would show that these factors
are in different order for different age groups.
5.4
Limitations
of
the
study

Non-response
The limitation to this study is that the consumer’s did not offer their own factors
when provided a space for ‘others’. It may mean that either the factors listed in
the questionnaire were enough or that the respondents simply opted not put any
other factors.
Initial Approach and Method
The initial approach intended was to gather a qualitative data wherein the
researcher will conduct a semi-structured interview with six (6) local coffee shop
owners in Chester City Centre. Even though the researcher has given a brief with
the request letter for an interview, the local coffee shop owners did not respond.
5.5
Opportunities
for
further
research

Research Method
The research would have been more appropriate if the data collected was
qualitative wherein the researcher would have an opportunity to assess the
respondent’s in-depth point of view on what the factors are and not just provide
preselected answers.

49
References

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behaviour (9th
ed.). Harcourt College Publishers.
Burge, S. (2013), 'The motivational reasons behind consumer choice in
branded coffee shops', Reinvention: an International Journal of
Undergraduate Research, BCUR/ICUR 2013 Special Issue
ComRes. (2013, November 2013). Headline Findings: Alma De Cuba Coffee
Consumpiton and Preference Study. London: Communicate Research Ltd.
Drost, E. A. (2011). Validity and Reliability in Social Science Research.
Education Research and Prespectives , 38 (1), 105-123.
Evans, M., Jamal, A., & Foxall, G. (2006). Consumer Behaviour. John Wiley &
Sons, Ltd.
Fink, A. (2003). The Survey Handbook (2nd ed.). California: Sage Publications,
Inc.
Ghauri, P., & Gronhaug, K. (2010). Research Methods in Business Studies (4th
ed.). England: Pearson Education Limited.
Jankowicz, A. (2005). Business Research Projects (4th ed.). Thomson Learning.
Office for National Statistics. (2012, July 16). Census result shows increase in
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National Statistics: www.ons.gov.uk/ons/rel/mro/news-release/census-
result-shows-increase-in-population-of-the-north-
west/censusnorthwestnr0712.html
Rose, A. M. (1953). Generalizations in the Social Sciences. American Journal of
Sociology , 59 (1), 49-58.
Roth, W. D., & Mehta, J. D. (2002). The Rashom Effect: Combining Positivits and
Interpretivist Approaches in Analysis of Contested Events. Sociological
Methods & Research , 31, 131-173.

50
Saunders, M., Lewis, P., & Thornhill, A. (2000). Research Methods for Business
Students (Second Edition ed.). Harlow: Pearson Education Limited.
Saunders, M., Lewis, P., & Thornhill, A. (2009). Research Methods for Business
Students (6th ed.). Pearson Education.
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods For Busines
Students Sixth Edition. Harlow, England: Pearson Education Limited.
Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2010). Consumer
Behaviour: A European Perspective (4th ed.). Pearson Education Limited.
Thomas, G. (2013). How to do your Research Project: A guide for students in
education and applied social sciences (2nd ed.). Sage Publications.
Waxman, L. (2006). The Coffee Shop: Social and Physical Factors Influencing
Place Attachment. Journal of Interior Design , 31 (3), 35-53.
Young, J. S. (2013). Bucking the Trend: Why Does the Thriving UK Coffee Shop
Market Just Keep Growing? Retrieved January 15, 2015, from Huff Post
Lifestyle: http://www.huffingtonpost.co.uk/jeffrey-s-young/uk-coffee-
market-growing_b_2715639.html

51
Appendices

Appendix
1:
Performance
Reviews

59
Appendix
2:
Questionnaire

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