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Donnn

The document provides background information on a study about the factors that influence marketing students' preferences and purchasing decisions regarding Don Macchiatos coffee. It discusses how coffee has become important for marketing students to power through school, and how Don Macchiatos has gained popularity among them. The study aims to analyze how a combination of taste, price, convenience, and brand loyalty shape students' preferences for Don Macchiatos coffee.

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carjane.acuyong
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117 views2 pages

Donnn

The document provides background information on a study about the factors that influence marketing students' preferences and purchasing decisions regarding Don Macchiatos coffee. It discusses how coffee has become important for marketing students to power through school, and how Don Macchiatos has gained popularity among them. The study aims to analyze how a combination of taste, price, convenience, and brand loyalty shape students' preferences for Don Macchiatos coffee.

Uploaded by

carjane.acuyong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Background of the Study

Don Macchiatos is a popular coffee brand known for its unique

blend of flavors and its appeal to the younger generation.

Understanding the factors that influence marketing students'

purchasing decisions can provide valuable insights into the coffee

market and consumer behavior.

Coffee has become a staple for marketing students, providing the

much-needed fuel to power through late-night study sessions and early

morning classes. Among the many options available, Don Macchiatos

coffee has gained popularity among marketing students. Understanding

the preferences of marketing students in buying Don Macchiatos coffee

is essential for the brand to effectively cater to their target

market. By analyzing the factors that influence students' choices and

exploring their preferences, this essay will argue that a combination

of taste, price, convenience, and brand loyalty shapes students'

preferences in buying Don Macchiatos coffee.

Consumer preference is defined as the subjective tastes of

individual consumers, measured by their satisfaction with those items

after they have purchased them. This satisfaction is often referred to

as utility.

A set of assumptions that focuses on consumer choices that result

in different alternatives such as happiness, satisfaction, or utility.

Consumer makes decisions by allocating their scarce income across all

possible goods to obtain the greatest satisfaction. Formally, we say

that consumers maximize their utility subject to budget constraint.

Utility is defined as the satisfaction that a consumer derives from


the consumption of a good. As noted above, utility’s determinants are

decided by a host of non-economic factors. Consumer value is measured

in terms of the relative utilities between goods.

The entire process of consumer preference results in an optimal

choice. Consumer preference allows a consumer to rank different

bundles of goods according to the satisfaction levels or utility.

Utility is nothing but the total satisfaction of consuming a good or

service.

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