A Functional Approach to Understand Consumer Behavior while Selecting Coffee Parlor

Yasir Soomro, Irfan Hameed and Imran Hameed

MPRA Paper from University Library of Munich, Germany

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

Keywords: UTILITARIAN FUNCTION; EGO DEFENSIVE FUNCTION; VALUE-EXPRESSIVE FUNCTION; KNOWLEDGE FUNCTION; COFFEE PARLOR (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012-11-20
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Citations: View citations in EconPapers (7)

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