Djafar, Rilham Zulfikar and Reese, Matthias (2016) Analysis Of Gender Difference in the Perception Of Starbucks Coffee Shop In BSD and Gading Serpong. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this study is to investigate the role of gender differences on the brand perception of Starbucks Coffee. A questionnaire, using a semantic differential to measure perception on the dimensions ‘Place’, ‘Product’ and ‘Service’ has been constructed and disseminated to customers of Starbucks in BSD and Gading Serpong area. Overall, the results show many significant differences between shop characteristics, dimensions and their importance. Based on the data of 88 male and 91 female respondents the results reveal few gender differences in brand perception and the importance of coffee shop characteristics, namely that female customers pay more attention on product attractiveness, knowledgeable employee and employee’s professionality. The results provide some support for gender differences in the perception of Starbucks Coffee shop which could be meaningful for the management of Starbucks, staff training at Starbucks and further research on the topic.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Gender Difference; Perception; Brand Perception; Coffee Shop; Starbucks
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing) H Social Sciences > HQ The family. Marriage. Woman > HQ1075 Gender
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	20 Oct 2020 03:57
Last Modified:	20 Oct 2020 03:57
URI:	http://repository.sgu.ac.id/id/eprint/933

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