ANTECEDENT OF CONSUMERS’ REVISITING INTENTION TO COFFEE HOUSE IN NEPAL

Abstract

In recent times, number of coffee house in Nepal is rising and the trend of visiting coffee house has been growing as well. There could be various factors that motivate consumers to visit a coffee house. This study aims to analyze different factors that motivate consumers' intention to visit coffee house in Kathmandu valley. The factors under emotional motives are socialization, taste of coffee, ambience and service quality, esteem/prestige needs, while those under rational motives are convenient location, value for money and business/work related meetings. The emotional and rational motives have been identified as independent variables and consumers' intention to visit coffee parlor has been identified as dependent variable. A survey was conducted with a sample of 180 respondents and the basis of respondent selection was convenient sampling.

The study showed that the factors that highly motivate consumers to visit coffee parlors taste of coffee were, followed by socialization, ambience, service quality and value for money. Location did not motivate consumers to visit coffee parlors. Similarly, most customers surveyed visited coffee parlors at least once a week. Consumers preferred to visit coffee parlor with friends and visiting coffee parlor helped them relieve their stress.

Keywords: Coffee house, revisit intention, Nepal