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Consumer Enduring Involvement of Coffee from Brand Coffeehouse in China
University West, Department of Economics and IT, Division of Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The thesis "Consumer Enduring Involvement of Coffee from Brand Coffeehouse in China" is written by Fei Fang, in the course EXC504 Degree Project, Business Administration, Bachelor - Marketing in second semester in 2016. The main problem is to test two hypothesis: 1.The degree of enduring involvement with coffee from coffeehouse is around medium or high for Chinese consumers; 2. Enduring involvement is related to perceived social risk positively. By confirming these two hypothesis, people who concerned could get to know more about enduring involvement with coffee consuming among Chinese consumers, and the relationship between enduring involvement and perceived social risk could be revealed. The thesis take a deductive quantitative research method, and the data was processed by SPSS with bivariate correlation. Empirical data has confirm both hypothesis and fits the theories about 30 situational involvement, enduring involvement and perceived social risk in previous literature.

Place, publisher, year, edition, pages
2017. , 30 p.
Keyword [en]
Branding, coffee
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-11005Local ID: EXC504OAI: oai:DiVA.org:hv-11005DiVA: diva2:1109711
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2017-06-20 Created: 2017-06-14 Last updated: 2017-06-20Bibliographically approved

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