Event Title
Coffee Consumption and Purchase Intention of UNO Students
Faculty Sponsor
Kyeong Sam Min
Submission Type
Poster
Description
The purpose of this research project is to understand the relationship between purchase intention of coffee among University of New Orleans students and their preference between off-campus Starbucks retailers and on-campus licensed Brewed Awakening stores. This type of information would show if there is a segmented market among coffee drinkers in the community. In addition, it was essential to comprehend which factors make Starbucks retail stores different from Brewed Awakening stores and what student profile has a higher purchase intention. To measure this, our team used consumption and class hours, residency status, menu size, and taste as variables in an experiment with a generated ad. Furthermore, our team was interested in the effect of a new Starbucks retailer opening in close proximity to the UNO campus. In a study of 100 UNO students we tested our predictions. We found that students whose coffee consumption was greater in the evening had a higher attraction to an on-campus Brewed Awakening ad, compared to an off-campus Starbucks ad, but those whose coffee consumption was greater in the morning or day were indifferent between these two ads. Additionally, we observed that students who were not satisfied with the on-campus Brewed Awakening store in terms of its limited hours and taste will be more likely to leave for an off-campus Starbucks retailer.
Coffee Consumption and Purchase Intention of UNO Students
The purpose of this research project is to understand the relationship between purchase intention of coffee among University of New Orleans students and their preference between off-campus Starbucks retailers and on-campus licensed Brewed Awakening stores. This type of information would show if there is a segmented market among coffee drinkers in the community. In addition, it was essential to comprehend which factors make Starbucks retail stores different from Brewed Awakening stores and what student profile has a higher purchase intention. To measure this, our team used consumption and class hours, residency status, menu size, and taste as variables in an experiment with a generated ad. Furthermore, our team was interested in the effect of a new Starbucks retailer opening in close proximity to the UNO campus. In a study of 100 UNO students we tested our predictions. We found that students whose coffee consumption was greater in the evening had a higher attraction to an on-campus Brewed Awakening ad, compared to an off-campus Starbucks ad, but those whose coffee consumption was greater in the morning or day were indifferent between these two ads. Additionally, we observed that students who were not satisfied with the on-campus Brewed Awakening store in terms of its limited hours and taste will be more likely to leave for an off-campus Starbucks retailer.
Comments
3rd place, Poster