Consumer Buying Behavior Towards

NeuoQuantology|August 2022|Volume20|Issue10|Page 9171-9186|doi:10.14704/nq.2022.20.10.
NQ55898
Asokan Vasudevan et al / CONSUMER BUYING BEHAVIOR TOWARDS SPECIALTY COFFEE IN KLANG VALLEY, MALAYSIA
CONSUMER BUYING BEHAVIOR TOWARDS

SPECIALTY COFFEE IN KLANG VALLEY,
MALAYSIA
Asokan Vasudevan , Tan Ming Huey, Arasu Raman, Walton Wider
Faculty of Business and Communications, INTI International University
Abstract:
Specialty coffee is a trend that is picking up in the Malaysian market albeit it has been widely
commercialized in other parts of the world. Established and home-grown cafes and coffee-houses
have begun adding specialty coffee to its menu in hopes of gathering interest and cultivate the
practice of consuming specialty coffee. The main purpose of this study is to investigate the impact of
price, brand image, and product quality have towards consumers’ buying behavior on specialty coffee.
Data were collected from 139 citizens in Klang Valley, Selangor, Malaysia by a convenient sampling
method and analysed using partial least squares structural equation modeling (SmartPLS). The results 9171
show that price and brand image have a significant impact on consumers’ buying behavior. However,
product quality has no significant effect on consumers’ buying behavior. This research provides
managerial implications to enable businesses alike to continually provide the needs that the market
warrants through three common factors – price, brand image and product quality.
Key words: buying behaviour, price, brand image, product quality, specialty coffee, Malaysia.
DOINumber:10.14704/nq.2022.20.10.NQ55898 NeuroQuantology 2022; 20(10): 9171-9186
Introduction canephora) and C. liberica. Arabica coffee

Coffee, a natural product and widely traded beans constitute to 70% of the world's coffee
commodity, is often recognized as second to production because the Arabica coffee plants
oil, is heavily traded globally (Stratton & are self-fertile and thus on its own, self-
Werner, 2013). Developing countries, primarily pollinate churning coffee beans to the mass
in the tropical regions of South America, Africa, markets regardless of the demands (Davis et
and Asia, rely heavily on coffee cultivation as al., 2012). Within the Arabica coffee selections,
the coffee industry is an important source of there are various species linked to it, amongst
income and a culture to many of this region. are Typica and Bourbon, which are grown in
Generally, there are ideally three flora species, the geographical landscape such as Paca,
Arabica (Coffea arabica), Robusta (C. Pache, Caturra, Pacamara, Java, Ruiru, Geisha,
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NeuoQuantology|August 2022|Volume20|Issue10|Page 9171-9186|doi:10.14704/nq.2022.20.10.NQ55898
Catuaí, Icatu, Blue Mountain, and Castillo marketplace separates specialty coffee from
(DaMatta & Romalho, 2006). The Arabica ordinary coffee (Quintão et al., 2017). During
beans are well received by consumers globally the 1960s, with the formation and introduction
as it has a lesser caffeine count than the C. of the Specialty Coffee Association of America
canephora coffee beans, making Arabica prone (SCAA) in 1982 and the concept of specialty
to higher consumption. At the same time, coffee that was introduced two years earlier in
Robusta, on the other hand, contains high 1980, both these alliance has made specialty
caffeine content, which is very much suited to coffee a significant and apparent coffee
seasoned consumers who can appreciate business in the United States of America (US)
Robusta's devious properties. Sherry (1995) with an initial sales of $45 million back in 1969.
denotes that coffee consumption plays a The segment rose to $2 billion and $9 billion in
pivotal role in consumer culture, noting that 1994 and 2003, respectively (Cassia et al.,
coffee is considered the primary key symbol in 2006). In 2006, specialty coffee accounted for
contemporary consumer culture. Since the $12.27 billion in US retail sales, which is more
mid-sixteenth century, coffee has played an than 40% of coffee profits, even though
important role in consumer culture, thus specialty coffee covers less than 20% of the
known as the beverage of postmodernism total coffee market (Linton, 2008). Cassia et al.
(Roseberry, 1996). (2006) further suggest that since the beginning
Over the last 20 years, Starbucks has evolved of the second millennium, the once humble
coffee consumption culture from a specialty coffee has increasingly peaked over
consumable need to a trend, primarily towards traditional products' retail sales.
young generations (Gopalakrishna et al., 2016). Literature Review
Several marketing researches have been Malaysia's Perspective towards Consumer
carried out to analyze Starbucks' influence in Buying Behavior
the marketplace, the brand image approach Consumer buying behavior is the collection of
through emotional branding, consumers' information based on research(s) carried out
experiences throughout globally, hegemonic towards an individual' response based on their
brand-scapes, and global consumer culture decision-making process, be it as one-self or
(Quintão et al., 2017). Specialty coffee can be within a group, primarily considering the
then defined as, regardless of the bean type, parameters such as demographics,
specialty coffee concerns the areas such as psychographics, and Behavioral adaptations
cultivation, preparation, and degustation through the study of 3Ws and 1H – what they
(Rhinehart, 2009). The term "specialty coffee" buy, when they buy, why they buy and how 9172
was introduced by Knutsen (1978), giving they buy (Shrivastava, 2014). Individual
reference to coffee beans that not only consumers come from different backgrounds,
produced in controlled and regulated age groups, and life stages; they intend to
geographic microclimates but also that the fulfill their personal needs and desires by
coffee bean embodies unique flavour profiles acquiring the items, products, or services or
(Gopalakrishna et al., 2016). The Specialty satisfy the needs of others by buying them the
Coffee Association of America denotes that needful (Sekhar et al,, 2016).
specialty coffee has and carries superior Consumer behavior can be further categorized
quality, and the term "superior quality" in the as the decision-making and action-taking that
influences a consumer's acquisition behavior, cultural, social, personal, and psychological

which nonchalantly helps to make sense of the factors. The internet age has created increased
history and towards forecasting the future market competition as consumers are more
(Nathwani, 2017). According to Ratnakumari well informed of the products offered and
and Kumar (2017), the understanding of thus, has generated continuous development
consumer behavior is not confined within the and changes to the field of retailing (Muniady
boundaries of acquisition and expenditures, et al., 2014). The Department of Statistics
instead, it reviews the decision-making (2016) further suggests that Malaysian
proceeding that influences consumers' buying household spends 30.2% of their monthly
capabilities and encouragement or further expenditure on non-alcoholic beverages and
repudiation it. In lieu with the aforementioned, food items. In contrast, most expenditure falls
consumer behavior varies from one another, into necessities such as water, housing,
igniting an environment where forces electricity, gas, and other fuels, which
reciprocate due to the change in consumer's constitutes 23.8%, followed by transport at
preferences and tastes, resulting in the 13.7% and miscellaneous goods and services at
market's state to polymorph from time-to-time 6.5%. Research conducted by Salehi (2012)
(Chander & Raza, 2015). shows that advertisements do play a role on
Malaysia, a country located in Southeast Asia, consumers' behavior. However, it is not the
has a multi-racial, multi-ethnicity, and a essential source of the channel as the effect is
multicultural population consisting of 67.4% of relatively low compared to other channels,
Malays, 24.6% of Chinese, and 7.3% of Indians. such as branding, pricing, awareness and
Various small ethnic communities make up quality, primarily at the medium of the
0.7%, including Thai, Burmese, Sikh, Eurasian, internet as online users are constantly
and others (Camillo & Karim, 2014). In today's bombarded with advertisements so much so
rapid Information Technology (I.T) era, the that it is a form of a nuisance rather than to
9173
non-store market is increasingly dominating serve its purpose.
the market share within its sectors. Muniady et Underlying Theory
al. (2014) stipulate that Malaysian retail The Theory of Reasoned Action (TRA) explains
remains dominant and have mainly been the attitude-behavior relationship such that a
driving the economic growth, despite threats person's attitude and subjective norm by
from the non-store market because Malaysia proposing that individuals are rational in
has a broad-based and very well-diversified accommodating information provided, and at
economy placing the country as the 19th the same time, being aware of the impact of
largest trading nation in the world with trade social influence towards the rationality (Ajzen
excess of MYR1 trillion. Stores are increasingly & Fishbein, 1980). Research in the field of
adding new products to attract potential social behavior and intention has
consumers to capitalize on the demand and accommodated TRA to predict and realize the
understand consumers' buying behavior motivational impacts on consumers' behavior
(Camillo & Karim, 2014). This approach (Rahbar & Wahid, 2010). About TRA, Ajzen and
supports the research carried out by Kotler and Fishbein (1980) states that a consumers'
Armstrong (2009), where consumer's purchase behavior is driven by Behavioral intention,
behavior is shaped by determinants such as which carries the two factors, attitude and
subjective norm, which in turn lead to an economic background, price awareness, and
actual Behavior. responsiveness, the balance between price and
TRA has been used in a wide range of worth, and inclination to pay (Aertsens et al.,
consumer Behavior research – attitude 2009). From a consumer' point of view, in
towards consuming genetically modified foods order to acquire any goods and services, price
(Sparks et al., 1995), green products (Schepers is the price to pay simply because the
and Wetzels, 2007), as well as dieting (Sejwacz consumer conceptualizes this factor as its
et al., 1980). That being said, Armitage and evaluation point, coupled that with emotions,
Conner (2001) raised the validity of TRA ideally to form a perception as to the asking
cultivating only 39% of the variance in price is either reasonable, acceptable or
etiquette and 27% of actual Behavior, despite perhaps justifiable (Xia et al., 2004). Soscia et
its widespread use. Non-volitional behavior al. (2010) further suggest that consumers
was cited as the reason for TRA's poor preferably favor price comparison to acquire
performance as the mentioned behavior are products and services at a lower price or with
not catered extensively within the TRA the intention of monetary savings. Price is a
framework and that TRA on its own, relay factor that significantly influences consumers'
inadequate attention to choose in behavioral buying behavior because consumers often
predictability (Ackermann & Palmer, 2014). have confidence about the price and worth of
Sheppard et al. (1988) further suggest that the the brand and perhaps increase their
TRA model's result depends upon the choice awareness and knowledge towards the 9174
set facing a consumer, where both involve product in terms of the product's price in
forming intentions and enacting behavior. That correlation to different brands (Chang & Tung,
being said, Lee and Green (1990) report that, 2008). Consumers are becoming more
from their research, the TRA model can be technology savvy utilizing the world wide web
used to explain consumers’ behavioral to exercise product researching to seek out the
intentions. In accepting the model's validity to best deals and offers available, with price
measure consumer behavior, the TRA model is comparison or aggregator sites having
a valuable tool for marketing decision-making increasing correspondence (Currie & Rowley,
(Taghian & D'Souza, 2007). In a nutshell, TRA 2010). Furaiji et al. (2012) have suggested that
helps to predict the intentions and Behavior of consumers seek advice or suggestion from
consumers through understanding and neighboring companions to limit the
identifying the where and how to target information gathering and consideration to a
strategies for copying, adapting, or changing a reasonable time when engaging with
consumer's behavior (Rahbar & Wahid, 2010). purchases that require limited decision
TRA is appropriate to businesses and making. However, consumer behavior is
marketers in strategizing potential consumers' contradictory when it involves higher-priced
attitudes and, where possible, influence their items. According to Martin-Consuegra et al.
buying behavior towards product offerings (2007), the decision for a consumer to exhibit
(Sheppard et al, 1988). payment towards the listed price had a
Price and Consumers Buying Behavior straightforward relation to the level of
Price plays a pivotal role in consumer buying satisfaction and incidentally towards
behavior, primarily when factoring in the allegiance. Oliveira-Castro et al. (2006) reveal
that when consumers experience product through experiences (Chovanova et al., 2015).
payments that are considered average higher Hence, we hypothesized that:
prices, consumers would most likely acquire Hypothesis 2 (H2). Brand image has a positive
smaller amounts of the product than when influence on the consumer buying behaviour
paying for an average lower-priced product, towards speciality coffee in Klang Valley.
which risen the increase in demand. That being Product Quality and Consumer Buying
said, Rastogi and Chaudhary (2012) find that Behaviour
consumers put products' pricing as a Product quality can be defined as a function of
secondary measure after brand because brand the essential quality of a product and of
tends to be represented with quality. Thus, we situational factors where all things being equal,
hypothesized that: the superior the essential quality of a product,
Hipothesis 1 (H1). Price has a positive influence the greater it will function, vice versa, if the
on the consumer buying behavior towards essential quality of a product inferior, the
specialty coffee in Klang Valley. weaker it will function (Goering, 1985).
Brand Image and Consumer Buying Behaviour Product quality plays a pivotal role in
A brand can be defined as perceptible sign of influencing consumers' buying behavior (Rani
the organization and its products to the human and Gupta, 2013). Even though price affects
sense, through which the customer can consumers primarily in the buying behavior,
differentiate an organization and its products the impact merely comes as a secondary
from others (Babčanová, 2010). According to measure (Rastogi & Chaudhary, 2012).
Chakraborty (2017), the brand serves as a Consumer electrics industry (Lee et al., 2001);
focus for consumer loyalties and business electronic devices (Santpal and Pradeep,
assets. Tapping on the advantage of consumer 2015); self-care products (Shanti and Asokan,
loyalty, the brand allows the latter to behave 2016); automobiles (Jha et al., 2011); and food
as an asset towards the business, which packaging (Thakur et al., 2017) emphasized
consequently guarantees future demand, that quality, on the contrary, increases 9175
ultimately leading to future financial incomes, consumers' satisfaction and is the factor that
entailing business operations firmness, influences consumers buying behavior.
providing a competitive advantage in the Pagliuca and Scarpato (2010) assert that
market sector, and alas, promotes investment quality has two dimensions – objective and
plans with increased confidence. Chakraborty subjective. The shape, look, and feel of a
(2017) further deduced that apart from product usually designed and created by
consumer loyalties, the brand itself is business engineers or industry experts is known as the
assets, wherefrom a legal standpoint, not only objective quality while the quality judged or
it is protected but also protected from having perceived by consumers is a subjective quality.
intellectual property infringement, which Quality that is well defined, measurable and
meant, brand to a business is valuable, verifiable, with the inclusion of standard
uncommon, irreplaceable, and provide parameters required by industries, is an
sustainable competitive advantages. "objective quality". On the other hand,
Furthermore, the brand is built with time- "perceived quality", determined by subjective
based on the notion consumer has towards the and objective factors and dependent on time
business. It can either make it or break it and situation, is what consumers demand.
Garbarino and Johnson (1999) suggest that research revealed that service quality,
quality, primarily in the quality of products particularly towards responsiveness and
offered, creates the scene of reliability of empathy of consumers, has had a significant
confidence towards consumers and trust, impact on consumers' satisfaction, which
which is an important aspect that influences would ultimately mean businesses should
consumers' buying behavior. To further consider developing effective strategies in
emphasize, product quality can notably delivering service quality. Quality as an
influence consumers' attributes towards the independent entity is on its own enough to
product in the likes of loyalty, contentment, attract consumers' loyalty towards products
customer retention, perceived value, attitude offered, rather than going back to branded
towards the product, social intent, and product products (Krishna, 2011). Thus, we
enjoyment and adherence (Kalia et al., 2016). hypothesized that:
Huang and Chien (2011) further stressed that Hypothesis 3 (H3). Product quality has a
consumers purchasing products can be further positive influence on the consumer buying
influenced when the products are of good behaviour towards specialty coffee in Klang
quality and that the latter's prices are lower Valley.
than retail prices. Appiah-Gyimah et al. (2011)
9176
Figure 1: Conceptual Framework
Methods (2022), the Klang Valley region comprise an 8

Participants and procedure million population in 2020. Considering that
The target population for this study was the average age of coffee drinkers begins in
consumers within Klang Valley towards adulthood, which starts from age 18 onwards,
specialty coffee. According to the Macrotrends the population in scope here is approximately
2 million. To assess the minimum sample size 41-55 years with 1.44%. In the ethnicity
required in terms of statistical power, we used category, respondents with Malay ethnicity
G*Power (Faul et al., 2009). The model in this weighs at 12.95% which is then followed by
study has three predictors. By using G*Power Chinese at 64.03%. In third, Indian with 13.67%
with an effect size of 0.15, an alpha of 0.05, whilst subsequently followed by respondents
and a power of 0.95, the minimum required with other ethnicity at 9.35%. In the education
sample size is only 119. Therefore, we can level category, Bachelor’s Degree accounts the
safely say that our study with a sample size of most respondents at 72.66%; followed by
139 had a power greater than 0.95 and was Master Degree’s accounts for 5.04%. Next, a
large enough that the results can be used with total of 17.27% respondents are with
confidence. We conducted an online survey Diploma/A-Levels/STPM/Foundation level;
through social networking sites to recruit Secondary education and other education level
participants using a non-probabilistic snowball accounts for 2.16%; whilst 0.72% with Ph.D. In
sampling method. This procedure uses samples the category of marital status, single accounts
related or referenced to previous samples for 68.35%; while married accounts for 9177
(Taherdoost, 2016). From the 150 30.22%; and only 0.72% respondent that
questionnaires received, a total of 139 acknowledged other status. Next, is the
questionnaires were usable resulting in a monthly income category, respondents earning
response rate of 92.67% which were less than RM2,000 almost represent half of the
accommodated to carry out the data analysis. sample which at 48.2%; then followed by
Eleven responses were not usable due to respondents earning within the range of
incomplete questionnaires. RM8,000–RM9,000 with 20.86%; and
Table 1 shows the summary of the RM2,000–RM3,999 at 14.39%. In fourth,
demographic profile of the 139 respondents. In respondents earning between RM6,000-
the gender category, male respondents RM7,999 at 9.35%; next, 5.04% respondents
accounts for 39.57% while female respondents belongs to income group of RM10,000 and
accounts for 59.71%. In the age category, above. Lastly, RM4,000–RM5,999 total up to
respondents between the age of 18–24 years 1.44%. For occupation category, respondents
old consists more than half of total who are student accounts for 45.32%; while
respondents with 51.08%; followed by 34.53% respondent employed in the private
respondents between the age of 31–40 years sector. A total of 17.98% employed in the
old with 30.22%. In third, respondents government sector; self-employed
between the age of 25–30 years old with respondents accounts for 7.91%. Lastly, 1.44%
14.39%; whilst subsequently followed by respondents indicate that they are currently
respondents between the age of 56 years old pursuing other occupation.
and above at 2.88%; smallest aged group is the
Table 1. Respondent's Demographic Profile

Demographic Characteristics Frequency, n Percentage, %
Gender
Male 55 39.57
Female 83 59.71
Age Group
18 – 24 years old 71 51.08
25 – 30 years old 20 14.39
31 – 40 years old 42 30.22
41 – 55 years old 2 1.44
56 years old and above 4 2.88
Ethnicity
Malay 18 12.95
Chinese 89 64.03
Indian 19 13.67
Other 13 9.35
Education Level
Secondary 3 2.16
Diploma / A-Levels / STPM / Foundation 24 17.27
Bachelor 101 72.66
Master 7 5.04
Ph.D. 1 0.72
Other 3 2.16
Marital Status
Single 95 68.35
Married 42 30.22
Other 1 0.72
Monthly Income
Less than RM2,000 67 48.2
RM2,000 – RM3,999 20 14.39
RM4,000 – RM5,999 2 1.44
RM6,000 – RM7,999 13 9.35
RM8,000 – RM9,999 29 20.86
RM10,000 and above 7 5.04
Occupation 9178
Student 63 45.32
Self-Employed 11 7.91
Private Sector 48 34.53
Government Sector 14 17.98
Other 2 1.44 9177
Measures used: “I buy specialty coffee every day”; “I

Consumers’ buying behavior. This construct substitute specialty coffee with other
consists of 5 items which are adapted from substitutes (i.e., chocolate, tea, etc) if it is not
Chander and Raza (2015) using the 5-Point easily accessible”; “I make an effort to buy
Likert Scale, ranging from 1 (strongly disagree) specialty coffee”; “I am well-informed about
to 5 (strongly agree). The following items were the specialty coffee”; and “It is easy to find
specialty coffee in Klang Valley”. The Cronbach product is very important when choosing the
alpha coefficient was .82. product”; “Consistent flavor is very important
Pricing. This construct consists of 5 items which when choosing the product”; and “Quality is
are adapted from Xie et al. (2004) using the 5- more important than quantity”. The Cronbach
Point Likert Scale, ranging from 1 (strongly alpha coefficient was .89.
disagree) to 5 (strongly agree). The following Data analysis
items were used: “Prices of specialty coffee The aim of this study is to predict the effect of
determine your buying decision”; “Specialty pricing, brand image, and brand quality on
coffee is a luxurious product”; “The higher the consumers buying behavior. Therefore, PLS-
quality of specialty coffee, the higher the price SEM was employed due to its prediction-
of specialty coffee”; “Buying a higher priced oriented approach (Hair et al., 2017) which is
specialty coffee is more preferred than buying the purpose of our study. PLS-SEM is a
a lower priced specialty coffee”; and “The price comprehensive analysis approach, which can
you pay decides the specialty coffee simultaneously assess the measurement and
experience you will get”. The Cronbach alpha structural models using the SmartPLS 3.0
coefficient was .86. software (Ringle et al., 2015).
Brand Image. This construct consists of 5 items Results
which are adapted from Rani and Gupta (2013) Measurement model assessment
using the 5-Point Likert Scale, ranging from 1 There are four reflective constructs in the
(strongly disagree) to 5 (strongly agree). The measurement model: price, brand image,
following items were used: “Branding is crucial product quality, and consumers buying
for specialty coffee in the market; “Branding of behavior. Firstly, measurement model
9179
specialty coffee defines the status of its assessment was carried out to establish
consumers”; “Branded specialty coffee is construct reliability, discriminant validity, and
better in quality”; “You would change your convergent validity. The factor loadings,
choice of specialty coffee brand from time to composite reliability (CR), and rho_A should be
time”; and “Successful specialty coffee greater than 0.7 (Ali et al., 2018); whereas, the
branding will create current trends”. The average variance extracted (AVE) should be
Cronbach alpha coefficient was .87. greater than 0.5 (Ghasemy et al., 2020). It was
Product Quality. This construct consists of 5 found that the factor loadings for two items
items which are adapted from Chang and Tung (CBB5 and BRD5) were below 0.50 therefore it
(2008) using the 5-Point Likert Scale, ranging has been removed. Table 2 shows the results
from 1 (strongly disagree) to 5 (strongly agree). of the measurement model assessment using
The following items were used: “It is important these criteria, indicating the construct
for me to buy high quality specialty coffee”; reliability and convergent validity for the study
“Appropriate serving portion is very important model has been established.
when choosing the product”; “Freshness of the
Table 2. Result of Measurement Model

Latent Variable Items Loading AVE CR Rho_A
Buying Behavior CBB1 0.928 0.737 0.917 0.893
CBB2 0.745
CBB3 0.948
CBB4 0.797
Price PRC1 0.700 0.649 0.902 0.897
PRC2 0.747
PRC3 0.858
PRC4 0.883
PRC5 0.826
Brand Image BRD1 0.913 0.766 0.929 0.906
BRD2 0.794
BRD3 0.940 9180
BRD4 0.847
Product Quality QLY1 0.821 0.680 0.914 0.909
QLY2 0.899
QLY3 0.751
QLY4 0.802
QLY5 0.843
In order to establish the discriminant validity of the constructs in this study, we applied the
heterotrait-monotrait (HTMT) ratio (Ghasemy et al., 2020). Discriminant validity is estalbished when
the HTMT ratio is less than 0.85 (Hair et al. 2019). Table 3 shows the value of HTMT for all constructs is
lower than 0.85, thefore we can confirm the discriminant validity for this study model.
Table 3
Discriminant validity using HTMT ratio
No. Variables 1 2 3 4
1 Brand Image
2 Buying Behavior 0.668
3 Price 0.342 0.368
4 Product Quality 0.315 0.290 0.455
Structural model assessment additionally, t-value and 95% bias-corrected

Prior to assess the structural model, the confidence intervals were used to evaluate the
collinearity between research variables was sign and significance of the path coefficient
examined to ensure no lateral collinearity issue (Hair et al., 2019). The results show an R2 value
(Hair et al., 2017). Table 4 shows that all inner of 0.385 for consumers buying behavior, which
VIF values were below 5 (Hair et al., 2017), are considered acceptable for behavioral
indicating that no collinearity issues emered science studies (Hair et al., 2019). The results
among the predictor in the structural model. show that price (β = 0.389, t = 6.595, p < 0.01)
Next, the bootstrap method with 5000 and brand image (β = 0.360, t = 5.905, p < 0.01)
resamples was used to assess the path positively affects consumers buying behavior,
coefficients of the structural model; thus supporting hypotheses H1 and H2.
However, the results shows that product Brand image had the strongest effect on
quality did not have a significant effect on consumers buying behavior based on path
consumers buying behavior (β = 0.069, t = coefficient, followed by price.
0.918, p > 0.05). Hence, H3 was not supported.
Table 4. Results of hypothesis testing

Hipothesis Relationship β t-value 95% CI R2 Results VIF
H1 Price  Consumer Buying 0.174 2.121 [0.014, 0.385 Supported 1.250
Behavior 0.324]
H2 Brand Image  Consumer 0.524 5.678 [0.339, Supported 1.152
Buying Behavior 0.690]
H3 Product Quality  0.047 0.665 [-0.098, Not 1.247
Consumer Buying Behavior 0.181] Supported
Discussions consumers desires the needs to match the

The primary objective of this study is to product that they have had purchase with the
determine whether price, brand image, and brand that is associated. Improving branding
product affect buying behavior on speciality image of one’s business through
coffee among consumer in Klang Valley, advertisement or market awareness would
Selangor, Malaysia. Brand image is the significantly impact the business positively.
strongest indicator of comsumer buying The findings for H1 shows that price has a
behavior, followed by price. However, product positive influence on the consumer buying
quality was not a significant predictor of behavior towards specialty coffee in Klang
consumer buying behavior. Valley. This finding further coincides with
The H2 of this research is that brand image Aertsens (2009); Chang and Tung (2008); and
9181
positively affects consumer buying behavior. Soscia et al. (2010). We can denote that
Our findings further coincides the research by consumers are more active in purchasing
Chakraborty (2017); Chovanova et al. (2015); activities when they perceive prices will drop in
and Ramirez-Correa et al (2020). The finding the coming future. Outlets or establishments
implies that consumers are more likely to may consider pricing strategies such as offering
patron and conduct business transactions at a discounts, having promotional campaigns or
more advertised location be it through known form business partnerships with other
associates, online platforms, or mass media. businesses to further increase the value of the
Consumers are more likely to visit the product offerings. Specialty coffee is a known
establishment that offers products that relates luxury amongst coffee drinkers and hence why
to the ambience, where the concept that is product pricing needs to be threaded carefully
being adopted provides a comfortable scene as findings shows customers are more prone
for consumer to experience the product towards price inflation.
altogether. Branding image is an important The findings for H3 shows that product quality
criterion in the world today, primarily where has no positive influence on the consumer
buying behavior towards specialty coffee in Between these two factors, brand image is the
Klang Valley. This finding therefore strongest having influence towards consumers
inconsistent with Kalia et al. (2016) and Shanti buying behavior. This would ultimately imply
and Asokan (2016). It implies that consumers that establishments that offers specialty coffee
in Klang Valley are not affected with product as their product would have to focus on both
quality. This could be due to the fact that these key factors to increase consumer’s
specialty coffee is an already known acceptance, primarily within Klang Valley.
perception that in nature, specialty coffee is a Nevertheless, there were several limitations
product with quality and that it doesn’t impact realised from this study. Firstly, the specialty
the consumer’s behaviour. There may be also market in Klang Valley let alone within
the fact that specialty coffee product variety is Malaysia is still at an early stage. This could be
not vast in the Klang Valley market, and thus that there are plenty coffee substitutes in the
there is very little to perhaps no comparison market which are still well-received by locals.
that can be carried out to weight out the That said, there are limited studies and
quality amongst the specialty coffee. Another findings to be referenced. Lastly, consumer
factor that may contribute to this is the large buying behavior towards establishment such
number of younger age group. These group of as atmosphere and service quality were not
people tend to consider less on the product included in this study, which would be an
quality but rather on capturing the market interesting area to study upon. 9182
trend. Nevertheless, product quality can still be
considered as a factor that influence the References:
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NeuoQuantology|August 2022|Volume20|Issue10|Page 9171-9186|doi:10.14704/nq.2022.20.10.

CONSUMER BUYING BEHAVIOR TOWARDS

Introduction canephora) and C. liberica. Arabica coffee

influences a consumer's acquisition behavior, cultural, social, personal, and psychological

Figure 1: Conceptual Framework

Methods (2022), the Klang Valley region comprise an 8

Table 1. Respondent's Demographic Profile

Measures used: “I buy specialty coffee every day”; “I

Table 2. Result of Measurement Model

Structural model assessment additionally, t-value and 95% bias-corrected

Table 4. Results of hypothesis testing

Discussions consumers desires the needs to match the

Management Research: An International Schepers, J., & Wetzels, M. (2007). A meta-

coffee: Evidence from field research. The

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