Understanding Consumer Coffee Preferences:

The Influence of Social and Psychological Factors in Bandar Sri Damansara, Malaysia

Abstract

This study delves into the burgeoning coffee-drinking culture in Malaysia, which has experienced significant growth, particularly among urban residents. The surge in coffee consumption is attributed to a complex interplay of social and psychological factors, motivating this research to investigate their impact on consumer preferences. Conducted in Bandar Sri Damansara, Kuala Lumpur - a locale renowned for its dense concentration of coffee establishments - the study employed questionnaires to gather data from 124 respondents. Utilising SPSS 21.0, the collected responses underwent rigorous descriptive analysis and Pearson correlation to unravel patterns and relationships between variables. The findings underscored several key insights into how social dynamics and psychological influences shape consumer behaviours towards coffee. Discussions centred on elucidating these findings vis-à-vis the study's objectives, unravelling nuanced connections between demographic characteristics, social interactions, and individual psychological traits with coffee consumption patterns. The study's implications extend to stakeholders within the coffee industry, offering actionable insights into market trends and consumer preferences in urban Malaysian settings. By focusing on Bandar Sri Damansara, the study provides localised insights and contributes to broader discussions on urban coffee cultures in Malaysia. Ultimately, this research enhances our understanding of the multifaceted drivers behind the rising trend of coffee consumption in urban environments, emphasising the pivotal roles played by social influences and individual psychological factors in shaping contemporary consumer preferences and behaviours in coffee consumption.