Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Journal of the Community Development in Asia
Chauhan, Akanksha
Unknown Affiliation
Humanities

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention Paul, Gadi Dung; A/P Perak Kerof, Chaleeda; Hui Xin, Ang; Binti Andek Mohd Yasin, Andek Farzana; Jingrui, Chen; Chauhan, Akanksha; Hee Song, Ng
Journal of The Community Development in Asia Vol 7, No 3 (2024): September 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v7i3.3491

Abstract

Starbucks, the largest coffeehouse chain, operates in 14 distinct markets across the Asia Pacific region, renowned for its diverse coffee and tea consumption cultures. Starbucks, an established company in the worldwide coffee sector, makes huge investments in creative marketing techniques to attract and keep consumers. Starbucks faces competition as consumers increasingly prefer locally sourced products and flavors. Our study investigates the primary impacts of Starbucks' marketing campaigns on consumer purchase intention in Malaysia and India. We are using quantitative surveys as part of our technique approach to collect detailed information on the perspectives and behaviors of consumers. Data were collected from 150 Starbucks customers through surveys. Our results indicate that Starbucks' marketing campaigns significantly influence consumer intention in these regions. Our findings highlight the importance of brand awareness and marketing campaigns in shaping consumer purchase intentions. Our study offers valuable insights for Starbucks to enhance the effectiveness of its marketing campaigns and boost consumer purchasing power.
Analyzing the Impact of Coffee Company’s Marketing Campaigns and Brand Awareness on Consumer Purchase Intention Paul, Gadi Dung; A/P Perak Kerof, Chaleeda; Hui Xin, Ang; Binti Andek Mohd Yasin, Andek Farzana; Jingrui, Chen; Chauhan, Akanksha; Hee Song, Ng
Journal of The Community Development in Asia Vol 7, No 3 (2024): September 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v7i3.3491

Abstract

Starbucks, an established company in the worldwide coffee sector, makes huge investments in creative marketing techniques to attract and keep consumers. This study aimed to investigate the impact of marketing campaigns and brand awareness on consumer purchasing intentions in Malaysia and India, focusing on Starbucks as a case study. A quantitative research approach was employed, using an online survey distributed via Google Forms to 150 Starbucks consumers across both countries. The results revealed that marketing campaigns have a substantial impact on consumer purchase intentions, with a beta value of 0.889 (*p 0.001), explaining 84.4% of the variance. In contrast, brand awareness, while positively related, had a lesser impact (beta = 0.068, p 0.05). These findings suggest that Starbucks' success lies in its ability to create marketing content that resonates deeply with consumer values and lifestyles, driving stronger purchase intentions. The study underscores the importance of targeted, value-aligned marketing strategies that foster emotional engagement and highlights the need for brands to focus on meaningful consumer interactions to sustain and grow purchase intentions
Co-Authors A/P Perak Kerof, Chaleeda Binti Andek Mohd Yasin, Andek Farzana Hee Song, Ng Hui Xin, Ang Jingrui, Chen Paul, Gadi Dung