A STUDY ON CONSUMERS’ BRAND PREFERENCE TOWARDS COFFEE IN COIMBATORE DISTRICT

Abstract

The prime focus of this article is to analyse intrinsic and extrinsic factors that predominantly influence the brand preference especially on Coffee. Professionally prepared questionnaire was used to avail the valuable inputs from respondents through direct interviews and online process among 400 members. The simple percentage, Garrett Ranking method was used to interpret the data. This analysis has identified four parameters in intrinsic factors named Brand Awareness, Perceived Quality, Taste Perception and Sense of Belongingness. Five primary extrinsic factors named Price, Availability, Packing, Brand Communication and Brand Prestige / Reputation as eminent terms which are directly responsible for invocation of a brand preference. These identified nine factors will be varying based on different factors namely Age, Gender, Occupation, Marital Status and Monthly Income.