The Study of Consumer Perception, Attitude, Preference and Purchase Intention towards Bottled Coffee Product

• Main Author: Resty Nabila (19215041), Regina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30292
• Institution: Institut Teknologi Bandung

Coffee Industry is one of Food and Beverage Industry that always increase continuously, especially in Bandung. Nowadays, coffee is become a life style and popular either in Global or Indonesia. The competition in Coffee Industry is tend to be high, to keep the sustainability of Demitasse Company, they want to produce new product which is bottled coffee product. This research is helping Demitasse Company to generate the information about consumer perception, pereference, attitude, and purchase intention towards bottled coffee product. <br /> <br /> The data Collection is generated by interview and questionnaire with 400 respondents. The result of the data collection was analyzed by coding, conjoint, and partial least square method. <br /> <br /> This research shows which product is preferable for consumer, how the relation between consumer perception, consumer attitud and purchase intention, and get to know what factor that influencing consumer while buying new bottled coffee product. The end of this research shows that: <br /> <br /> 1. Coffee consumer prefer coffee with original flavor and low caffeine and for the packaging they prefer coffee bottle with tall shape, made from plastic and 250ml in size and for the price they prefer 15.000 IDR. <br /> <br /> 2. This result show that there is a positive relation between consumer perception, consumer attitude and purchase intention. <br /> <br /> 3. Word of mouth and marketing strategy are influencing coffee consumer while buying a new product of bottled coffee.