Young Adults’ Motivation to Patronize Independent Specialist Coffee Shops in Malaysia

Abstract

There is growing interest in young adults in Malaysia to patronize specialist coffee shops. Large specialist coffee shop chains in Malaysia include Starbucks and The Coffee Bean. Parallel to the growth of these coffee shop chains is an increase of independent specialist coffee shops operated by individual entrepreneurs such as Artisan Roast Coffee and Top Brew Coffee Bar. Extant research shows that there are many factors which influence consumers to patronize coffee shops. However, there is scarce research on the motivation to patronize independent specialist coffee shops. The aim of this study is to understand the factors that influence the motivation of young adults to patronize these independent specialist coffee shops in Malaysia. A survey was conducted on 177 respondents in Klang Valley, the heartland of Malaysia’s industry and commerce. The findings showed that branding, social influence, past experience, and the offered services influenced 42 % of the respondents’ choice of independent specialist coffee shops. Independent specialist coffee shops with distinctive branding provide a sense of prestige which is motivating for young adults. The young adults are persuaded to patronize the coffee shops through communications via the social media such as blogs, Facebook, and Instagram. Their revisiting rate increases when they have a good experience during their visits to the coffee shops. Good coffee, food, and memorable service experiences are also important for the young adults. The conclusions of this research are limited to the perceptions of young adults in Klang Valley.