A STUDY ON CONSUMERS’ BEHAVIOUR TOWARDS COFFEE BRAND IN PAAVAI EDUCATIONAL INSTITUTIONS AT NAMAKKAL

Marketing

This paper has investigated the consumers’ behaviour towards coffee brand in Paavai Educational Institutions at Namakkal. The objectives of the study are to understand the relationship between brand experience, customer satisfaction and brand loyalty. The main objectives of the study are to investigate the effect between brand experience, customer satisfaction and brand loyalty; to describe the brand experience on consumer; to describe the effect of brand experience and customer satisfaction on brand loyalty; to identify the difference between expectation & perception of consumers in coffee brands; and to understand about the consumer satisfaction on coffee brand. The descriptive research design is used to this study. Both primary and secondary data are used in this study. Non-probability sampling method is used in this study. The questionnaire is used to collect the primary data. The sample size of the study is 55. The percentage analysis, and Henry Garrett Ranking Method are used to analyse the data. SPSS 16.0 version, and Microsoft Excel 2007 has used to data analysis of the study.

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