The Motivational Reasons behind Consumer Choice in Branded Coffee Shops Abstract Essay

The chocolate- expose industry has been undergoing substantial smorgasbord during the latter part of the twentieth and early part of the twenty- first off century, reflected by continuous qualifys in consumer demeanor. The aim of this landing field is to improve the looking of the needal reasons behind customer choice in mark burnt umber bean defecates, twain global and local anesthetic anesthetic anaesthetic. A quantitative information appeal of 300 questionnaires was utilise in the UK to assess consumer demeanour to spot chocolate berry bring outs.The determinations concluded that closely respondents visit burnt umber shops with friends, with topic eithery bulls eyeed chocolate berry tree berry shops the preferred choice. Consumer motivations to defected coffee shops be most enamord by three factors past follow through/ familiarity thingmajig of location/travel and friends and family. With friendly staff, eminent tint of coffee and victuals , unspoilt line and good reputation the most principal(prenominal) aspects for notice coffee shops. Recent moving picture of tax keep downance from companies such as Starbucks suffer had detrimental bend on consumer choice of mark coffee shops.IntroductionRapid developments and a monumental boom, the popularity of the contemporary coffee shop continues to grow in the twenty-first century. Starbucks entered the UK market smudge in the 1990s (Bishop, 2012), which awaken a new-fangled era for mark coffee shops. gravestone situation (2012 29) verifies that three major players exist Costa, Starbucks and Caff Nero, representing oer 80% of crossed coffee shops in the UK, plunk foring the strength of external coffee brands. This major market penetration has been to the detriment of smaller, locally branded coffee shops, which struggle to contend (Bishop, 2012).However, some news articles arouse that locally branded coffee shops, e.g. Cadwaladers, give the gate survive, apply the power and competitive utility of the local market. Recent exposure of tax suspendance (see Starbucks paid just 8.6m UK tax in 14 years, BBC sassys 2012) questions the future modulate of worldwideist coffee brands.From abbreviation of the to a mettlesomeer(prenominal) egress it may be inferred that local and external branded coffee shops divide opinion. Reviewing publications of brand concepts, it is evident stigmatisation has been widely communicate (Butcher, 2005 Caruana, 2002 Schuiling and Kapferer, 2004 Young and Rubicam, 2000), and to a greater extent(prenominal) particularly, branding in the hospitality industry, (Allegra Strategies Report, 2012 Bashaw, Brumm and Davis, 2008 Bell, 2008 Chathoth and Olsen, 2003 George and Stefanos, 1999 Hanson et al., 2009 Hyun and Kim, 2011 Kim et al., 2003 Kim and Kim, 2004, 2005 Kim, Ma and Kim, 2005 Kwun and Oh, 2004 ONeill and Mattila, 2010 Ruddick, 2012 Ryu et al., 2008 Wanke, Hermann and Schaffner, 2007), thoug h it finds little enquiry particularizedally concerning branded coffee shops.Against the above background, the aim of this query is to improve understanding by providing an in-depth analysis of the motivational reasons behind customer choice in branded coffee shops, deuce local and internationalistic. This addresses the break of serve that exists in spite of appearance literature concerning branded coffee shops, especially regarding what factors influence customer behavior, cognizances and motivations to some(prenominal) local and international branded coffee shops in the UK. writings reviewThis review considers visitor motivation, theories of motivation in general, hospitality-specific and potent factors such as well-disposed influence, socio- demographics and branding, with particular focus on brand perceptual experiences.Visitor MotivationSharpley (2008) refers to motivation as a discursive process that results from deep, psychological affects and motives or external forces and pressures complaisant relationships and lifestyle. ofttimes unrecognised by an separate, it move kick-start the consumer decision-making process, to reflect an individuals head-to-head posits and wants (Pearce, 2005 51). However, Witt and Wright (1992) argue that needs and desires may arouse incite conduct, center doings is not necessarily predicted, whereas Fodness (1994) claims motivation is the driving force in interpreting an individuals behaviour.A range of look is associate to tourism motivation or visitor motivation (Cooper et al., 2005 Dann, 1977, 1981 Eagles, 1992 Fodness, 1994 Iso- Ahola, 1982 Krippendorf, 1986 MacCannell, 1989 Mathieson and Wall, 1982 McIntosh and Goeldner, 1990 Mill and Morrison, 1985 Moutinho, 1987 Pearce and Caltabiana, 1983 Pearce, 2005 Sharpley, 2008 Sims, 2009 Urry, 1990 Witt and Wright, 1992 Wolf, 2002). However, actually little question is related to coffee shop visitor motivations.Maslows Hierarchy of Needs (1943), a theor y of human motivation, bequeaths a well-set concept for consumer decision choice of branded coffee shops. Two constructs of this theory, i.e. roll in the hay and belonging assert the desire to create a sense of connection. Witt and Bruce (1972) and Bearden and Etzel (1982), elicit individuals seek friendly approval, wanting to be standardisedd or be desire other individuals in association. The desire to achieve societal certification motivates individuals to prefer the same(p) brand as others, by external globe observation or inner, social group locatings. The power of the international brand as the place to be seen creates a cause behaviour choice.Lewis (2012) argues that ostensible desires and behaviours be less powerful factors and basic needs ar more(prenominal) common-human. Maslows concept of psychological needs, the need for life basics, supports this alternative motivator, thence the drive to satisfy thirst alone is another determinant for tour a coffe e shop. The study of needs provides a partial definition of motivated behaviour (Witt and Wright, 1992 44), but according to Mill and Morrison (1985 2) individuals atomic number 18 a lot unaware of the real reason for doing certain things, suggesting true motivations lie unavowed in the subconscious. So other influential factors must be examined as reasons why spate visit an international brand over a local branded coffee shop and vice-versa.Influential FactorsWolf (2006 19) notes that tight 100% of tourists dine out while travelling, and diet and bever era consistently rank first in visitor spending, supported by Shenoy (2005). These purposes suggest one accountinging for the major growth of coffee shops in high-footfall leisure areas, with an increase in number of branded coffee shops to 3041 in the UK by 2009-10 (Bishop, 2012 1). touring car typologies provide tourist/visitor behaviour varietys, e.g. stigma Seekers, Convenience Tourists, culinary Tourists, etc. resid ence and Mitchells (2005) Taxonomy of Consumers can be used to classify the importance of intellectual nourishment inside their decision-making processes. Hall and Mitchell (2006 147 Wolf, 2002) suggest a tourist may want to predilection the region they are tour, with the culinary tourist (Shenoy, 2005), supporting motivated behaviour to a locally branded coffee shop. However, with many local coffee shops disappearing, this typology is questioned. Other influences the likes of the power of a brand may alter ones placements and consequently change behaviour, query into brand power highlights this.Perceptions are influenced by motivational compress factors, e.g. socio-demographics, familiarity, security, social norms, prestige and peer pressure (Swarbrooke and Horner, 1999). Ajzens (1991) theory of mean behaviour examined how initial intentions and attitudes are affected by perceptions and account for substantial variance in actual behaviour (Ajzen, 1991 179). neighborly ferm entMoutinho (1987) suggests 4 sources of social influence family, social class, culture and telephone extension groups. He argued these internal and external pressures were detrimental to behaviour when drilled on individuals. Thornton (2001) supports family as a reigning influence in tourist motivation. Merton (1957) and Rossis (1949) part groups, describes the process when pile adjust their attitudes and value to that of the reference group, e.g. crossway preferences (Burnkrant and Cousineau, 1975) and brand choice (Bourne, 1957 Stafford, 1966 Witt, 1969).Bruce (1970,1972) finds reference group influence can spread to other consumers explaining behaviour of visitors to a new area, seeking selective information when uncertain (Bearden and Etzel, 1982). Another example derives from the need to seek social status and social approval (Witt and Bruce, 1972). The term value- expressive, is the need for psychological association with a individual or group, to the liking of the re ference group (Bearden and Etzel, 1982) and need to be determine as using the same brand publically consumed luxury (Bourne, 1957 219). French and consumes (1959) visualize 5 bases that look for how a social group derives power to exert influence.Socio-demographics also deposit behavior (Bishop, 2012 55), e.g. major coffee chains were more popular among men (29.4%) than women (20.6%) compared to independents in the UK. Additionally 54.6% of 20- to 24-year-olds were most likely to choose a branded chain compared to 17.7% of those termd 65 years and over (Key note of hand, 2012). Consumer interrogation by NEMS UK Market seek on behalf of Key Note (2012 1) claim during the recession 30.7% of people cut back on visiting coffee/sandwich shops, with, consumers more attracted by outlets offering discounts (Allegra Strategies, 2012).Mattila (2001) claims that social variables from the care perspective are deprecative for generating customer loyalty, e.g. social regard influenced new customers and comprehendd nucleus servicing quality influenced quick customers (Butcher, 2005). Caruana (2002) recognises advantage qualities like customer satisfaction, results in benefit loyalty, while friendly behaviours in service interactions enhance demarcation success (Bitner et al., 1990 Driver and Johnston, 2001 Hall, 1993 Iacobucci and Ostrom, 1993 Price and Arnould, 1999). Servicescape is also regarded as a critical factor. Wight (1996) argues the avoidance of crowds is important in explaining customer behaviour. brandingFor this research a brand differentiates the international service/product from a local service/product. The brand is a powerful hammer that attracts haughty consumer behaviour, influencing perceptions and choice, i.e. obtain intention.Wanke, Herrmann and Schaffner (2007) form that a brand disclose evokes specific associations, creating a brand perception e.g. Starbucks where star may be understand as star quality and excellence, influe ncing consumers link with quality (Ginden, 1993). Berry et al. (1988) suggests a well- chosen name creates a marketing advantage and should include primeval characteristics i.e. simple, flexible, memorable, distinctive and relevant e.g. Costa. Rooney (1995) suggests a brand name is a major asset, enhancing company success, generating consumer confidence (Assael, 1995) and active consumer behaviour (Assael, 1995 Meadows, 1983), as consumers perceive one brand as more desirable than its competitors (Rooney, 1995).Chernatony and DallOlmo Riley (1998 426) identified twelve themes associated with defining a brand, e.g. shorthand, risk reducer, identity system and soma, influencing the consumers mind. Memory shortcuts (Jacoby et al., 1977) stand by speedier decision-making, advantageous for the time pressed consumer. The recognisable brand becomes the favoured choice (Chevan, 1992), as a distinguishable international brand satisfies demand expectations (Chernatony and DallOlmo Riley, 2010 Montgomery and Wernerfelt, 1992), so a brand relationship is evidenceed that may explain international brand market dominance.Sweeney and Soutar (2001) suggest branded products aim four breathing in values that drive consumer acquire behaviour i.e. emotional, social, quality/ surgery and hurt/value for money. Explaining how one brand can differ from the next international branded coffee shops may be perceived the ruff at delivering these values. The Customer-Based stigmatise comeliness Model (Keller, 1993), conceptualises the idea that brand knowledge affects the consumer reception, booster cable to a positive effect on consumer reactions, generating brand attitude (Tuominen, 1999 Yoo and Donthu, 2001). question has seekd how past experience has the dexterity to influence and change buyer behaviour (Busch, 1980 Gaski, 1984a MacKenzie and Zaichkowsky, 1981). question instal that power can influence aspects such as satisfaction (Bachman, 1968 Bachman, Smith, and Sles inger, 1966), attraction (French and Raven, 1959), conformity (Warren, 1968, 1969), and social influence (Lippitt, Polansky, and Rosen, 1952). Crosno et al.s (2009) 5 Base kind Power surmise adapted from French and Ravens (1959) original frame die (appendix 1), found a brand wielding these concepts had a greater overall brand social power. These findings provide monumental explanation to brand difference betwixt international and local coffee shops.An probe by Tsai (2011) strengthened the Strategic Management of Service shuffle affinitys Model, finding service brand commitment and love, influence relationship e.g. satisfaction, self-concept connection and eventually trust. investigate on the importance of building and achieving brand virtue, loyalty and ken exist, yet little investigation into consumer decision of branded coffee shops. Literature suggests quality perception was most important for determining brand barter for (Bao et al., 2011 Grewal et al., 1998 Richards on, 1994, 1996). This provides support for research into customer perceptions of coffee brands and how they influence our behaviours. topical anesthetic pits vs. external taints Schuiling and Kapferer (2004) argue with local brands adaptability and better response to local needs, e.g. flexibility of determine strategy for specific local markets highlighting a significant difference to international brands, which miss intimate relationships with local markets (Schuiling and Kapferer, 2004). Their research on the differences found that local brands have a higher level of awareness (85%) than international brands (73%) linked by the number of years local brands have been in the market (Schuiling and Kapferer, 2004 105). Their database get well-nighed other variables suggesting local brand advantages, for example, as being trusdeucerthy, reliable, good value, high quality and traditional ( confuse 3 in Schuiling and Kapferer, 2004 105).Local brands have the ability to create a bran d value system (Chernatony and Dallolmo Riley, 1998) by endorsing personal and cultural values (Engel, 1993 Reynolds and Gutman, 1988). Chernatony and Dallolmo Riley (1998) argued that deformity Relationship and Brand constitution (Blackston, 1992) wereimportant for repeat custom and strong bonding, e.g. Cadwaladers, a local cheat example, provide distinct character and culture of its destination (Jones and Jenkins, 2002 116) and help establish a more unique selling proposition (Haven-Tang and Jones, 2006).Evidence exists of residential district support for local brands to support, stimulate and revitalise local economy (Boyne, Hall and Williams, 2003), creating regional development (Hall, Kirkpatrick and Mitchell, 2005 Steinmetz, 2010) and preventing cloning (Kelly, 2012). A type study by Patterson et al. (2010) highlights local brand power in Australia. Closing three accommodate of Australian Starbucks, Australians continued to remain loyal the their own coffee brand Gloria Jeans.Schuiling and Kapferer (2004) support local brands as the ternioning competitor, arguing the qualities and traits of local traffic have proven superior. They conclude that cost is responsible for local disadvantage, with inability to generate economies of scale. Schuiling and Kapferer (2004) argue that international brand development benefits from global marketing, e.g. portfolio enhancement, compared to local brands who lack global status (see periodic Mail, 2009). Schuiling and Kapferer (2004) suggest a equilibrize mix of local and international brand development is key to built-in industry success.The aim of this article is to improve our understanding by addressing the gap that exists within research and literature concerning branded coffee shops. Little research explores what factors influence customer behavior, perceptions and motivations to local and international branded coffee shops in the UK.MethodologyGiven the nature of the research, ceremonious quantitativ e data collection using questionnaires was deployed. Target market analysis highlighted the most prominent influential factors, internal and external motives (Gnoth, 1997) and draw and pull factors (Swarbrooke and Horner, 1999). This establishes what factors influence consumer perceptions, behaviour and purchase intention, similar to the survey conducted by Boa et al. (2011). Providing explanation as to why branded coffee shops (local/international) maintain their position within their industry, this research addresses the lack of research in this field, benefiting coffee shop businesses seeking competitive advantage or improvement. Providing insight to customer attitudes and perceptions, it proposes realistic prospects for brands, like the Y&R Brand Asset Valuator (Young and Rubicam, 2010). play alongs are, arguably, the most important source of information for tourism analysis, planning and decision making (Smith, 1995 42). dubietynaires are components of survey meet (Finn et a l., 2000), its purpose here is to obtain reliable and valid data on the research subject (Finn et al., 2000). A street survey of 300 questionnaires was undertaken, natural covering a cross- contribution of the community (Veal, 1992). Allowing generalisation of similar socio-demographic areas, this survey surface gives representative data of the population (Seale, 2004), compensating lack of sufficient response data and weakness of randomness (Prentice et al., 1998), e.g. population and ecological inclemency (Finn et al., 2000). Clearly in that location is likely to be differences in demographics in the entropyern cities/areas covered for this research compared to bigger, major cities/areas across the UK such as capital of the United Kingdom.Measures for the questionnaire are conceptualised from the certifyary literature research, as discussed consultation of research literature like this facilitates internal hardship (Finn et al., 2000). This identified deficiencies concerni ng consumer choice and behaviour to the branded coffee shop, reflecting research objectives for inhibit instrumentation and statistical treatment of data (Cohen et al., 2007).The questionnaire (appendix 2) included a standardised set of questions, allowing all respondents to interpret them in the same way, establishing standardisation and attend (Finn et al., 2000). A pilot study identified improvements to the questionnaire before being support as reliable, removing ambiguity or bias (Finn et al., 2000).Similarly to methodology by Bramwell (1998) and Prentice et al. (1998) this research was a non-probability sample of 300 shoppers, no have frame therefore is administered. Critics of this sampling argue that this method is weak, lacking randomness, advance shoppers on an ad hoc basis (bias selection) inevitably means not everyone has an play off chance of being selected (Finn et al., 2000). To help overcome questionnaire distributer bias, a first to pass system was used ( touri stry and Recreation Research Unit, 1993).Shopping centres, high streets and small town centres in various locations in the southern westernmost (e.g. Plymouth, Taunton) and South Wales (e.g. Cardiff, Penarth and Chepstow) were identified as valid target areas, where street surveys are natural settings (Bogdan and Biklen, 1992 Cohen et al., 2007 Lincoln and Guba, 1985). The aim was to target up to 50% of shoppers within these fields (according to capacity of area). A total of 10 days was allocated for research collection, to reach a total of 300 responses.The procedure was validated and controlled by replicating each data-gathering activity, with the interviewer remaining neutral throughout the study, avoiding interviewer bias or the glorification Effect. Consent ensures content validity and reduces ethical implications (Cohen et al., 2007) while consequential validity was also confirmed briefing participants their responses will not exceed the strength of the research (Cohen et al., 2007 140). This maximises interest and elicits a positive response rate (Brunt, 2012 Finn et al., 2000).The research method allows for completed questionnaires suitable for coding and analysis by SPSS, change the study to be easily replicated. botch-tabulation examined results and chi-square political campaigns measured how well the data fits the dead reckoning (Gravetter and Wallnau, 2009 611) i.e. testing for goodness of fit, measuring what it is supposed to measure confirms validity (Finn et al, 2000 28), creating a descriptive statistical account to interpret and generalise reality.Findings and discussionThis section presents the results of the questionnaire, analysing thedescriptive statistics to establish the independent variables and dependent variablesExperience of coffee shopsCoffee-drinking behaviourMotivation supranational vs local coffee shopspersonal effects of tax avoidance. word of honor reviews their linkages to the existing literature to determine if this n ew data supports or contradicts existing information.Profile of the respondentsA vast count for each sexual practice was recorded, finding a higher degree of female respondents (55.7%). Their ages varied, with a large separate of the sample aged between 15 and 24 (42.3%).The population of England is larger than Wales. Results from the 2011 census ( view for National Statistics, 2011) reveal that England has 53.0 million residents, compared to 3.1 million in Wales. get ahead reporting that there were 27.6 million men and 28.5 million women in the two countries ( major power for National Statistics, 2011 4). Looking more specifically at the UK regions used for this research, the South West and Wales, a marginal population difference exits between these two regions (see table 6). However closer examination of the gender populations of these two regions are fairly similar (see tables 7 and 8), both regions see more females than males for people living to an elderly age. These sta tistics support findings regarding the higher female count found in this research.Local coffee brands were the preferred type by respondents (53.7%) compared to international coffee brands (46.3%). Correlating with recent actions in Totnes (Kelly, 2012 BBC intelligence operation Magazine), this supports Schuiling and Kapferers (2004) assessment that local brands are the leading competitor. It also suggests that local brands may endorse stronger consumption values posit by Sweeney and Soutar (2001) to explain consumer purchase behaviour. Dismissing assumptions made within the literature review that international branded coffee shops could be perceived best at delivering these values.Respondents reported they visit coffee shops predominately with friends (50.3%). Only 4.7% of respondents visited with work colleagues, suggesting escape cock from daily routine by Iso-Ahola (1987) may explain why coffee shops are less likely to be visited with work colleagues, avoiding an association with work related activities. This sustains popular belief that coffee shops are a social activity, with behaviour socially influenced by friends or family (French and Raven, 1959).Motivations to coffee shopTable 3 presents motivations of the respondents to Coffee shop using a 1-5 Likert outstrip abstract found that past experience/familiarity was the main reason why respondents were motivated to their chosen coffee shop (4.09). Confirming the influence of motivational push factors like familiarity and security (Swarbrooke and Horner, 1999), to satisfy expectations, meet reclusive needs and wants (Pearce, 2005 Witt and Wright, 1992) and influence behaviour (Brand complaisant Power guess, 2009 Busch, 1980 Crosno et al., 2009 French and Raven, 1958 Gaski, 1984a Lippit et al., 1952 MacKenzie and Zaichkowsky, 1981 Warren, 1968, 1969). Confirming Brand value are endorsed from personal experience with the brand subject (Bradley, 1995 Chernatony and McDonald, 1992 Clark, 1987 Doyle 199 8 Jones, 1986 Tuominen, 1999), e.g. Attachment of place (Phillips, 2013 202), a principle Rowles (1978) and Smith (2009) claim is associated with exposure to a place.The second highest motivation was convenience of location/ or travel (3.99), which supports convenience is an important esteem (Kim et al., 2005) and convenient location is more important than the brand (3.61) (Allegra Strategies, 2012). Friends and Family rated tercet strongest motivator (3.75), confirming friends and family are powerful motivators influencing behavior (Bearden and Etzel, 1982 Bourne, 1957 Burnkrant and Cousineau,1975 Moutinho, 1987 Stafford, 1966 Thornton, 2001 Witt and Bruce, 1972 and Witt, 1969). This reinforces Merton and Rossi (1949) and Moutinhos (1987) conditional relation of reference groups.That Strong local identity rated the weakest (3.31) may suggest that local identity does not have the same impact as that of the brand itself, e.g. marketing advantage (Berry et al., 1988), enhanced succ ess (Rooney, 1995) or active consumer behaviour (Assael, 1995 Meadows, 1983). This suggests that promoting local identity in coffee shops may not significantly affect customer behavioural intentions. international branded coffee shops vs local branded coffee shops A 1-5 Likert Scale was also used to call what aspects were most important for both international coffee brands and local coffee brands, summarised in table 4 below. High quality of coffee/ nutrient was found the most important aspect (4.36) concerning international brands. Reinforcing perceived core service quality influenced existing customers (Butcher, 2005), similarly confirming Bao et al. (2011) Grewal et al. (1998) and Richardson (1994, 1996) that quality perception was most important for determining purchase. Rated second most important for an international brand was good reputation (4.08), confirming that social regard is a critical influencer (Butcher, 2005 Mattila, 2001).Friendly staff was rated most important f or local brands (4.37). These findings are consistent with Bitner et al., (1990) Driver and Johnston (2001) Hall, (1993) Iacobucci and Ostrom, (1993) and Price and Arnould, (1999) who found friendly behaviours between service and customer enhance business success. High quality of coffee/food rated second most important, as mentioned above consistent with Butcher (2005) and Mattila (2001). good atmosphere was also considered important for local coffee shops (4.13), supporting Kotler (1973) that atmosphere is often the primary product to effect purchase decision, physical surroundings and surround are also influential (Gardner, 1985 Obermiller and Bitner, 1984 and Donovan and Rossiter, 1982).Table 5 shows respondents attitude towards recent news claims regarding tax avoidance (centered around Starbucks). The results below confirm that a significant number of respondents were affected by the story (34%), claiming they would avoid using international chains in the future. Though 53.3% of respondents said it would have no effect, an additional 12.7% stated they were unsure of their future intentions.This provides a case which represents how important brand law (Aaker, 1991) is for building the products look-alike (Clearly, 1981), value promotion to attract and keep customers (Rooney, 1995), positive image (Ginden, 1993), consumer generated image (Chernatony and Dallolmo Riley, 1998), brand value (Park et al., 1994) and likings and perceptions (Moore, 1993). Damage to the brand can be critical the findings demonstrate how negative brand exposure against Starbucks now evokes a negative association and brand perception (Wanke, Herrmann and Schaffner, 2007). This confirms the power of Kellers Brand Equity Model (1993) brand knowledge can affect consumer response, suggesting it had hindered brand attitude (Tuominen, 1999 Yoo and Donthu, 2001).Brand reputation (Romeo, Weinberger, and Antes 1994 Siomkos and Malliaris1992) is a feature affected by consumer response to company crisis (Jorgensen, 1996). Jorgensen (1996) and Weiners model (1986) found the higher degree of debt instrument and controllability a company was for said event the higher it elicit feelings of anger, effecting judgment, purchase and behaviour intentions (Jorgensen, 1994). The high number of respondents not affected could be explained using attitude strength, brand commitment and brand loyalty (Ahluwalia et al., 2000 Keller, 2003 Tuominen, 1999 Yoo and Donthu, 2001) i.e. brand law (Aaker, 1991 1992), confirming the importance of the Service Brand Relationship Model (Tsai, 2011).Cross Tabulation and Chi-Square Tests studied the relationship between independent variables and dependent variables to determine whether a significant association between two variables existed (Brunt, 2012). This research revealed a number of significant associations existed, providing insight of consumer behaviour to coffee shops, discussed below.A chi-square test between gender and 12 motivational items was carried out, which found one positive cross tabulation between women and Popular and Thriving Atmosphere.This shows a significant association women are more positively affected by servicescape (Gardener, 1985 Kotler, 1973 Obermiller and Bitner, 1984) and environment than men (Raajpoot et al., 2008). Popular and thriving maybe associated as busy, men are more negatively affected by waiting time than women (Grewal et al, 2003) which explains this gender association, suggesting Wights (1997) avoidance of crowds to explain behaviour is more popular in men than in women.A chi-square test between age and 12 motivational items was carried out 4 positive cross tabulations were found ripen and Support Local BrandThe cross tab indicated that more people aged 65+ rated support local brand as the strongest reason to coffee shop. Age groups 15-24 and 25-44 rated possible highly. Most ages rate support local brand highly as amotivator to chosen coffee shop, though the older you are th e stronger this motivates you. Approving Boyne, Hall and Williams (2003) that community support to stimulate and revitalise the local economy exits.Age and Avoids Crowds and interferenceAge group 65+ rated avoiding crowds and noise strongly as a motivating factor. This test reveals the older you are the more avoiding crowds and noise motivates you when choosing a coffee shop. Supporting Day et al. s (2000) Minimizing Sensory Overstimulation guess, as suggested by Phillips (2013) study, older participants were startled by sudden, heavy or loud noises.Age and The Brand and accountThis cross tab suggests that for ages 25-44, 65+ and 15-24, Brand and Reputation was a strong motivator, confirming this does affect and influence a large majority of consumer motivations. These findings are consistent with those of Wanke, Herrmann and Schaffner (2007) that brands evoke perceptions, which can link with quality (Ginden, 1993) influencing consumer decisions. Findings support brands make memo ry shortcuts (Jacoby et al., 1977), which create consumer confidence (Assael, 1995) and active consumer behaviour (Assael, 1995 Crosno et al., 2009 Meadows, 1983).Age and Somewhere in the raw/DifferentThe cross tab indicated that somewhere new/different rated a high motivator among respondent, thus an influential factor in consumer coffee shop decisions. This is consistent to the model created by Pearce and Caltabiano (1983) and Sharpley (2008) whom signify biological and social motives change over time. Social changes influence behaviour, i.e. consumer taste and style changes (Moutinho, 1987 Rooney, 1995) and social influences are motivators found by Dann (1977) Iso-Ahola (1987) and McIntosh and Goeldner (1990). The findings bear with Bearden and Etzel (1982) and Witt and Bruce (1972) that social security and social approval motivates human behaviour.A but test found a significant association existed between age and preferred coffee shop. The two youngest ages groups 15-24 and 25-44 were found to prefer international branded coffee shops more than local branded coffee shops, supporting Key Note (2012), compared to the two oldest age groups 45-64 and 65+, which found a higher preference for local brands.Conclusion and implicationsReviewing this exploratory study, we suggest that consumer motivations to branded coffee shops are influenced by the following three factors past experience/familiarity, convenience of location, and friends and family. This research reveals that social influence is a strong motivator in consumer choice and purchasing behaviours to branded coffee shops. This research also identified some similarities between factors perceived most important from the consumer perspective for local and international coffee brands. The most important factors for a local coffee brand were, in order, friendly staff, high quality of coffee and food and good atmosphere. Whereas the most important factors for an international coffee brand were, in order, h igh quality of coffee and food, good reputation and friendly staff. Respondents indicated high quality coffee and food and friendly staff were important for both branded coffee shops.The results of this research exposes that a difference between coffee brand preference and influential factors exists. The following section presents practical implications for businesses or individuals within the branded coffee shop industry.This research identified that a strong liking for coffee shops exists, with local brands the preferred coffee brand choice. The difference between important factors suggests it contributes and influences consumer coffee brand preference, motivations and behaviours. So to understand the motivational reasons behind consumer choices in branded coffee shops the consideration of these factors is necessary. Differentiating the local brand from the international brand, the results suggest local brands endorse a more personal relationship compared to the professional, qual ity relationship found from international brands. These findings provide additional theory on the power of social influence from the consumer and business perspective as a motivator to branded coffee shops, i.e. perceptions and social brand power.In addition, this research reveals that significant associations did exist between motivation and social demographics such as age and gender e.g. women were more motivated by the popular and thriving atmosphere of the branded coffee shop than men. Whereas age presented larger differences between motivations e.g. support local brand, avoid crowds/noise, somewhere new/different and brand and reputation. This research could be used for coffee shop businesses seeking to target a specific audience.Regarding tax avoidance, results from a specific question (see appendix 2, Question 7 and table 5) illustrated that consumer attitude was affected and that it negatively influenced future decisions, motivations and behaviours towards all internationall y branded coffee shops, especially Starbucks itself. Detrimental to the brand reputation, this draws anxiety to the importance of maintaining a good reputation for successful coffee shop businesses.The findings suggest theories and literature on brands, motivation and influential factors is applicable to branded coffee shops, e.g. theory concerning local brands as leading competitors endorsing qualities and traits superior to those of international brands. Quality perception is important for determining brand purchase and can explain consumer behaviour to branded coffee shops.This research addresses the gap that exists within literature concerning branded coffee shops, especially regarding local brands and their ability to influence consumer perceptions. Little research explores what factors influence customer behaviour, perceptions and motivations to local and international branded coffee shops in the UK, therefore this research creates a foundation for others to explore and devel op further. Given the rise in interest and boom of the coffee shop industry in recent times, this provides market research consideration for new start ups in the tourism and beverage industry in the future. A multi methods approach using an in-depthinterview could improve understanding and explore customer attitudes further. A comparison of consumer preferences across different countries could also reveal whether cultural differences influence decisions.Limitations to this study exist, e.g. the sample selection was taken from the South West and South Wales and other UK regions were not explored, meaning a holistic mix of social demographic across the UK is not confirmed. Likewise, an equal count for each age group and gender was not achieved. A larger study may discover a difference between gender and preference of branded coffee shop, or whether significant associations exist between age and importance of aspects, which chi-square tests in this study could not validate out-of-pock et an insufficient sample size. Clearly the results demonstrate coffee shops are an intrinsical part of popular British culture and this research presents findings to support this theory.AcknowledgementsI would like to take this fortune to express my profound gratitude and appreciation to my guide, professor Rong Huang, for her exemplary guidance, monitoring, constant encouragement and kindness. Her support and time has been invaluable and stir throughout the development of this article.I would also like to take this opportunity to thank Professor Graham Busby for the valuable information provided by him in his respective field. I am grateful for his support.Lastly, I would like to thank my parents, brother and friends for their constant encouragement, support, care and kindness throughout this stainless process.Appendices auxiliary 1 French and Ravens (1959) power typology lucid power is based on the perception of an individual that another person has the legitimate right to i nfluence him or her, and that he or she is stimulate to accept the influence.Reward power is based on the perception of an individual that another person has the ability to reward him or her.Coercive power is based on the perception of an individual that another person has the ability to punish him or her.Expert power is based on the perception of an individual that another person has some specialized knowledge or expertise.Referent power is based on an individuals appellative with, and desire to be similar to, another person.Crosno et al. (200993)Appendix 2 QuestionnaireAppendix 4 QuestionnaireAppendix 3Table 6 2011 Census The populations for incline Regions and WalesTable 6 2011 Census The populations for English Regions and Wales (Office for National Statistics, 201122).Table 7 The tribe of Wales 1999-2009 by age and genderTable 7 The community of Wales 1999-2009 by age and gender (Office for National Statistics Statistics for Wales, 20103)Table 8 The creation of the Sou th West by age and genderTable 8 The Population of the South West by age and gender (Smith, 201047)Notes1 Sophie Burge has tardily been awarded a First Class BSc Honours Degree in caper and touristry at the University of Plymouth. Sophie is now looking to pursue her career around the world. credit ratingsAaker, D. (1991), Managing Brand Equity Capitalizing On The Value Of A Brand Name, New York Simon and SchusterAaker, D. (1992), The Value of Brand Equity, ledger of melody Strategy, 4, 27-32Ahluwalia, R., R.E. Burnkrant and H.R. 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