The Impact of Branding on Consumer Buying Behavior

The impact of brand on
customer purchase intention in
Starbucks

TABLE OF CONTENTS
1ABSTRACT...................................................................................................................................1
31. INTRODUCTION.....................................................................................................................1
42. LITERATURE REVIEW .........................................................................................................3
Brand Communication............................................................................................................3
4. Methodology................................................................................................................................5
4.1 Brand image affect customer attitude in coffee industry..................................................6
4.2 Factors drives customer purchase coffee........................................................................7
4.3 Factors influence customer purchase intention toward Starbucks..................................9
4.4 Challenges for brands like Starbucks customer loyalty................................................11
55. Conclusion...............................................................................................................................11
REFERENCES..............................................................................................................................12

TOPIC- The impact of brand on consumer purchase intention in Starbucks
1ABSTRACT
This report is based on analysis of influence of strong brand of consumers on the
purchase decisions of consumers. Brand is said to be unique name of a company which is used
for differentiate their products and services in market. Starbucks is widely known in market due
to its highly quality and wide range of coffee products. Company was first introduced in Kuala
Lumpur in the year 1998. It has expanded its business operations by reaching at the milestone of
190 stores in the year 2015. Qualitative research has been carried out to analyse reason why
Starbucks is the most recognised brand in the coffee industry in Malaysia. Accuracy and
validation has been conducted effectively for all information by providing various reference to
readers and using the latest document on this specific topic.
2
31. INTRODUCTION
A brand is regarded as a unique sign, symbol, words or combination of these factors
employed in creating an image that identifies a product and differentiates it from competitors. It
is used to differentiate between products among the similar ones and also enable it to charge high
prices in return for clear image (Cha, Yi and Bagozzi, 2016).
Moreover, branding is also analysed as a process of creating a legacy of specific trail
signs in thinking and perception of consumers through different types of communication ways
as well as strategies so that it creates specific understanding and feelings that affects consumers
lives. Therefore, it is considered as application of company’s communication strategy and is
considered as a part of brand communication process.
Currently, coffee has become one of the most important or common choices in beverages.
In Malaysia, the culture of coffee was first introduced in late 18th century, which is presently in
existence from last 200 years (Kang, Tang and Lee, 2015). Malaysia coffee consumption has
risen to become one of the top 10 countries in South-East Asia.
Mainly Western trends influencing the coffee consumption culture of migrants living in
Malaysia have altered the coffee drinking culture of country. Starbucks is an American coffee
brand and coffee house chain. Presently, it is analysed as international brand name in coffee
industry as it has expanded its business operations across various countries. Starbucks is widely