A Comparative Study of Customer Behaviors in Brand Image and Peer Pressure - the Case of S University

The purpose of the study is to find out whether and to what extent do brand image and peer pressure influence the purchasing decision of coffee consumers by delivering questionnaires to students on S university. In particular, we focus on whether brand image and peer pressure can shift the purchasing decision for a person from not drinking coffee to having a cup of it. The main results of the study are twofold. First, brand image and peer pressure does not lead a person who does not drink coffee to buy coffee product. Second, there is a positive significantly correlation between brand image and peer pressure. This study plays a role for coffee companies to adapt their marketing strategies for developing potential market.

Keywords: Coffee Market, Consumer Behavior, Brand Image, Peer Pressure.