ASB4523 Marketing Analysis For Cafe Culture 

This marketing research project is intended to understand consumer purchase behavior at Starbucks (Singapore). A set of questionnaires was developed and used via personal survey at selected Starbucks stores in Singapore during working hours. There was a question that attempt to understand customers’ opinion on a controversial topic on halal certification at Starbucks.
 
Research objectives:
1. Identify the key demographic and behavioral profile of the Starbucks consumer.2. Identify the significant factors that influence consumer purchasing behavior.3. Establish the relationships between marketing communications and purchase decision.4. Provide suitable recommendations based on the analysis of the data.

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