WHAT KIND OF COFFEE CONCENTRATE PRODUCT DO YOU LIKE? A STUDY OF CONSUMERS PREFERENCE AND PURCHASE INTENTION TOWARDS MOSEY COFFEE CONCENTRATE

• Main Author: Rosti Fahriani, Livia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48919
• Institution: Institut Teknologi Bandung

Coffee concentrate is one of Indonesia's coffee products that is becoming a phenomenon. With the abundance of Indonesian coffee companies and more diverse consumers, coffee business players need to respond quickly to the market's needs. Mosey Coffee, which has been running the company since November 2019, experienced stagnant sales of nine bottles of coffee concentrate per week. Based on Mosey Coffee’s past customer survey, most consumers believe their product characteristics are close to those of other rivals and do not satisfy their preference & intention to purchase. Moreover, they have no product variation to fulfill customer preference in order to attract them for purchase. This case illustrates the importance and urgency of Mosey Coffee to develop a new product that fits the customer's preference and purchase intention. The aim of this research is to help Mosey Coffee products development by determining which coffee concentrate product attributes are preferred by Mosey Coffee consumers. External analysis and internal analysis are used to address the problem in this research. The external factors are analyzed using Porter's Five Forces, PESTEL Analysis, Competitor Analysis, and Customer Preference. External analysis shows the external conditions that influence the growth of Mosey Coffee 's business. While internal analysis which is conducted through company analysis is used to analyze the actual business condition. There are 208 respondents interviewed and surveyed for data collection, while coding, SEM PLS, and conjoint analysis are used to analyze the results. The research results indicate that there is a positive relationship between consumer perception, attitude, and purchase intention based on the SEM PLS results. Furthermore, through conjoint analysis, coffee consumers prefer coffee concentrates packed in 250 milliliters flat glass bottles at a price of Rp45.000, with 80% Robusta and 20% Arabica beans, as the combination will give a unique taste character. Various solutions are proposed and analyzed, then generated into the implementation plan. The recommended solutions are Mosey Coffee needs to gain knowledge regarding coffee business, align consumer perception and attitude of coffee concentrate with Mossey Coffee brand to generate purchase intention, develop supplier alternative plan, develop purchasing agreement, develop new product attributes that suits consumer preference and purchase intention, and highlight its sustainable value as the company’s competitive advantage. Beside the research proposes a product development plan that Mosey Coffee should do to improve the business, this study also gives insight for the growth of SMEs in the coffee industry, especially for coffee concentrate producing companies.