This analysis demonstrates positive consumer attitudes and the influence of family norms on purchasing local ground coffee brands Cang Eng and Cap Jempol.
Key Points
Consumer attitudes toward Cang Eng coffee are very positive, emphasizing taste as the dominant attribute.
Cap Jempol coffee is rated positively, with location being the main determinant affecting consumer choices.
Subjective norms, particularly family influence, play a significant role in driving purchasing decisions for both coffee brands.
Cang Eng coffee outperforms Cap Jempol in consumer behavior assessments, highlighting taste as its key competitive advantage.