Please take a moment to complete this survey below
Library's collection Library's IT development CancelAn Analysis of Psychological Factors Towards Consumer Buying
Decision in Jasmin Garden, Castricum, The Netherlands
Nowadays, there are many Food and Beverage business
competitions appear and compete among each other to get the survival in
this business life. Many ways have been done to attract guests and
increase its income. What factors can affect the consumer buying
behavior significantly is the most important thing to be analyzed to create
a great strategy and to win the business competition then. That is why
this research is conducted for Jasmin Garden, which is located in
Castricum, The Netherlands.
This research is using the descriptive method. In this method, there
are eighty questionnaires which have been distributed to dine-in and take
away guests of Jasmin Garden. Some theories have been collected to
support the research and Chi-Square analyze technique is being used for
analyzing the correlation between the psychological factors and
consumer buying decision.
The result of the research shows that the psychological factors are
affecting the consumer buying decision in Jasmin Garden. Consumer
buying decision is stimulated by marketing mix and the respondent ?s
demographic. Motives, ability and knowledge factors affect significantly
to the consumers. By knowing this, Jasmin Garden could improve more
in its marketing mix such as conducting monthly menu, which has never
been made before to attract more guests.